Nelson Higher Education

Higher Education

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
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About the Product

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.


  • Each chapter contains a Career Readiness feature exploring practical considerations for professional success, such as business etiquette and communication, business dinners, and building strong customer relationships.

  • Self-quizzes to conclude each chapter and Assessment Checks at the end of each text section allow students to quickly evaluate their learning and identify any areas in need of further reinforcement.

  • The text is supported by a full suite of teaching and learning supplements, including a Test Bank with more than 4,000 questions categorized by objective, difficulty level, Bloom's taxonomy, and AACSB and Rubin/Dierdorff requirements; an updated Instructor's Manual with detailed lecture outlines, collaborative learning exercises, answers to end-of-chapter questions, and a media guide; and PowerPoint® presentations.

  • An online suite of student assessment solutions is available to help enhance understanding of course material and give instructors the ability to manage classes, organize assignments, and track student progress using a variety of platforms.

About the Author

Louis E. Boone

After a long and distinguished career, Louis E. "Gene" Boone passed away just before the publication of the Thirteenth Edition of CONTEMPORARY MARKETING. Over the years, students and colleagues at the University of Tulsa, the University of South Alabama, and other schools in the U.S., Australia, and Europe were fortunate to be influenced by Gene's insights. Many marketing instructors knew Gene through his distinguished career and remember the numerous contributions he made to business education. Gene was a pioneer of the marketing discipline and arguably the best and most creative business writer of his generation.

David L. Kurtz

David L. Kurtz has taught at a number of major U.S. and foreign universities and has co-authored best-selling books with Louis E. Boone. Their publications have been translated into Chinese, French, Indonesian, Italian, Polish, Portuguese, and Spanish. Dave has lectured extensively throughout North America, Europe, Asia, and Australia. He attended Davis & Elkins College in Elkins, West Virginia, before entering the graduate business school at the University of Arkansas, where he met Gene Boone. Gene and Dave became longtime co-authors; together they have produced more than 50 books. In addition to writing, Dave and Gene have been partners in several entrepreneurial ventures. But four years at Davis & Elkins College in Elkins, West Virginia, turned him around. Excellent teachers helped get Dave on a sound academic footing. His grade point average soared—enough to get him accepted by the graduate business school at the University of Arkansas, where he met Gene Boone. After graduate school, the two became career co-authors, with over 50 books between them. Gene and Dave also got involved in several entrepreneurial ventures. Today, Dave Kurtz is back teaching at the University of Arkansas after duty tours in Ypsilanti, Michigan; Seattle; and Melbourne, Australia. He is the proud grandfather of five “perfect” kids and a sportsman with a golfing handicap too high to mention. Dave, his wife, Diane, and four demanding canine companions (Daisy, Lucy, Molly, and Sally) live in Rogers, Arkansas. Dave holds a distinguished professorship at the Sam M. Walton College of Business in nearby Fayetteville, home of the Arkansas Razorbacks.

Table of Contents

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.
6. Consumer Behavior.
7. Business-to-Business (B2B) Marketing.
8. Global Marketing.
9. Market Segmentation, Targeting, and Positioning.
10. Marketing Research in the Era of Big Data.
11. Relationship Marketing and Customer Relationship Management (CRM).
12. Product and Service Strategies.
13. Developing and Managing Brand and Product Categories.
14. Marketing Channels and Supply Chain Management.
15. Retailers, Wholesalers, and Direct Marketers.
16. Integrated Marketing Communications, Advertising, and Public Relations.
17. Personal Selling and Sales Promotion.
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.
Subject Index.
International Index.

New to this edition

  • Every chapter features updated statistics, figures, tables, and end-of-chapter material, providing readers with the most current, accurate, and relevant material available.
  • Updated chapter 10 on marketing research explores the new and evolving uses of big data in this field.
  • Feature boxes throughout the text have been updated with new and revised information, ensuring that material related to Career Readiness, Marketing Success, and Ethics is always timely and relevant for today's marketing professionals.
  • Ten of the text's chapter-opening vignettes are brand-new for the Seventeenth Edition, while the remaining nine 'Evolution of a Brand' vignettes have been reviewed and updated for the current edition.
  • Extensive new and updated end-of-chapter material is designed to help students review key concepts, assess their learning, and deepen their understanding; highlights include 10 new cases, nine updated cases, and 26 updated video cases.


All supplements have been updated in coordination with the Main title.
Please see Main title page for new to this edition information.

Instructor Supplements

Instructor's Companion Website  (ISBN-10: 1305075412 | ISBN-13: 9781305075412)

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)

Cengage Learning Testing Powered by Cognero is a flexible, online system that allows you to: Author, edit, and manage test bank content from multiple Cengage Learning solutions; create multiple test versions in an instant; deliver tests from your learning management system, your classroom or wherever you want!

MindTap Marketing, 1 term (6 months) Instant Access for Boone/Kurtz's Contemporary Marketing  (ISBN-10: 130507730X | ISBN-13: 9781305077300)

MindTap Marketing Instant Access for Boone/Kurtz/Suter’s Contemporary Marketing, 17E is a personalized teaching experience with relevant assignments that guide students to analyze, apply, and improve thinking, allowing you to measure skills and outcomes with ease. Relevant readings, multimedia, and activities are designed to take students up the levels of learning, from basic knowledge to analysis and application. Analytics and reports provide a snapshot of class progress, time in course, engagement and completion rates. Personalized teaching becomes yours through a Learning Path built with key student objectives and your syllabus in mind. Control what students see and when they see it. Contemporary Marketing students can also find videos, quizzes, flashcards, powerpoints, animated figures, homework, and more.

Student Supplements

MindTapV2.0 Contemporary Marketing, 1 term (6 months) Instant Access  (ISBN-10: 1337091022 | ISBN-13: 9781337091022)

It’s 1 AM, there are 20 tabs open on your computer, you lost your flashcards for the test, and you’re so tired you can’t even read. It’d be nice if someone came up with a more efficient way of studying. Luckily, someone did. With a single login for MindTapV2.0 Contemporary Marketing, 17th Edition, you can connect with your instructor, organize coursework, and have access to a range of study tools, including an e-book, chapter slides, and apps all in one place! Manage your time and workload without the hassle of heavy books: The MindTap Reader keeps all your notes together, lets you print the material, and will even read text out loud. Worried about how to efficiently prep for an upcoming exam in your marketing course? Use Adaptive Test Prep to set up and take practice tests using questions that look similar to what you’ll see on your exam, and get feedback about right or wrong answers as well as where to find more information to brush up on those concepts needing further review. Need extra practice? Find pre-populated flashcards with the MindTap Mobile App, as well as quizzes and important course alerts. Want to know where you stand? Use the Progress app to track your performance in relation to other students.

MindTap Marketing, 1 term (6 months) Instant Access for Boone/Kurtz's Contemporary Marketing  (ISBN-10: 130507730X | ISBN-13: 9781305077300)

MindTap Marketing for Boone/Kurtz/Suter’s Contemporary Marketing, 17th Edition provides you with the tools you need to better manage your limited time -- you can complete assignments whenever and wherever you are ready to learn with course material specially customized for you by your instructor and streamlined in one proven, easy-to-use interface. With an array of tools and apps -- from note taking to flashcards -- you'll get a true understanding of course concepts, helping you to achieve better grades and setting the groundwork for your future courses. Access to this product is valid for 6 months of usage.