Contemporary Marketing, 17th Edition
- Louis E. Boone
- David L. Kurtz
- ISBN-10: 1305075366
- ISBN-13: 9781305075368
- 768 Pages | Hardcover
- Previous Editions: 2015, 2014, 2013
- COPYRIGHT: 2016 Published
CONTEMPORARY MARKETING, Seventeenth Edition, is the proven, premier teaching and learning resource for foundational marketing courses. The authors provide thorough coverage of essential marketing principles, exploring all components of the marketing mix, and providing practical guidance to help students prepare for successful marketing careers. This trusted text continues to grow stronger with each groundbreaking new edition, preserving what has made previous editions perennial best-sellers, while adding innovative new features and up-to-date information on current trends, topics, research, and best practices in this ever-evolving field. Because it is so technologically advanced, student-friendly, instructor-supported, and more relevant than ever, CONTEMPORARY MARKETING, Seventeenth Edition, remains in a class by itself.
Part I: DESIGNING CUSTOMER-ORIENTED MARKETING STRATEGIES.
1. Marketing: The Art and Science of Satisfying Customers.
2. Strategic Planning in Contemporary Marketing.
3. The Marketing Environment, Ethics, and Social Responsibility.
4. Social Media: Living in the Connected World.
5. E-Business: Managing the Customer Experience.
Part II: UNDERSTANDING BUYERS AND MARKETS.
6. Consumer Behavior.
7. Business-to-Business (B2B) Marketing.
8. Global Marketing.
Part III: TARGET MARKET SELECTION.
9. Market Segmentation, Targeting, and Positioning.
10. Marketing Research in the Era of Big Data.
11. Relationship Marketing and Customer Relationship Management (CRM).
Part IV: PRODUCT DECISIONS.
12. Product and Service Strategies.
13. Developing and Managing Brand and Product Categories.
Part V: DISTRIBUTION DECISIONS.
14. Marketing Channels and Supply Chain Management.
15. Retailers, Wholesalers, and Direct Marketers.
Part VI: PROMOTIONAL DECISIONS.
16. Integrated Marketing Communications, Advertising, and Public Relations.
17. Personal Selling and Sales Promotion.
Part VII: PRICING DECISIONS.
18. Pricing Concepts.
19. Pricing Strategies.
Appendix A: Developing an Effective Marketing Plan.
Appendix B: Financial Analysis in Marketing.
Appendix: Your Career in Marketing.
Name & Company Index.
All supplements have been updated in coordination with the Main title.
Please see Main title page for new to this edition information.
The text website includes valuable key instructor supplements: Instructor's Manual, Test Bank, and Basic and Expanded PowerPoint.Cengage Testing, powered by Cognero® Instant Access (ISBN-10: 1305075862 | ISBN-13: 9781305075863)
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