Nelson Higher Education

Higher Education

Contemporary Marketing, Update 2015, 16th Edition

  • Louis E. Boone
  • David L. Kurtz
  • ISBN-10: 1285187628
  • ISBN-13: 9781285187624
  • 784 Pages | Paperback
  • Previous Editions: 2014, 2013, 2011
  • COPYRIGHT: 2015 Published
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Overview

About the Product

CONTEMPORARY MARKETING Update 2015 has proven to be the premier teaching and learning solution for principles of marketing courses. This best seller only grows stronger with each groundbreaking new edition, building on past milestones with exciting new innovations. CONTEMPORARY MARKETINGS 2015 Update is available with MindTap, a new personal learning experience that combines all your digital assets – readings, multimedia, activities, and assessments-- into a singular learning path to improve student outcomes. The 2015 Update continues the Boone and Kurtz tradition of delivering the most technologically advanced, student-friendly, instructor-supported text available. Current, relevant, and cutting-edge, CONTEMPORARY MARKETING remains in a class by itself.

Features

  • CONTEMPORARY MARKETING Update 2015 includes extensive coverage of social media marketing. Throughout the text, opening vignettes, boxed features, cases, and references discuss how the trend toward social media has affected the entire world of marketing.

  • All new Opening Vignettes and "Evolution of a Brand" features give readers an in-depth look at the success stories of brands that have effectively maintained their coveted position as market leaders over the course of time. New photographs and advertisements throughout the text add currency, interest, and concept reinforcement, making the new edition even more effective for visual learners and today's media-savvy students.

  • All-new end-of-chapter video cases focus on the processes, strategies, and procedures of successful real-world companies in order to bring key concepts from the chapter to life for students. Featured companies include BoltBus, Ski Butternut, and Zappos.

  • All new end-of-part video cases focus on Scripps Networks Interactive & The Food Network. Scripps Interactive & The Food Network use various marketing techniques to connect advertisers and sponsors with their targeted customers and provide content via several channels, including TV and social media.

  • Each chapter contains a "Career Readiness" feature addressing important aspects of proper business etiquette, including communication, business dinners, and the most effective way to build strong customer relationships.

  • "Assessment Checks" are included at the end of each section of the text, giving students the chance to quickly assess learning.

  • Highly effective end-of-chapter self-quizzes called "Assurance of Learning Review" include questions designed to quickly assess students' understanding of key concepts.

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 collaborated on writing 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. Dave attended Davis & Elkins College in Elkins, West Virginia for four years, and was then accepted by 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.

Table of Contents

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 SOLUTIONS.
9. Market Segmentation, Targeting, and Positioning.
10. Marketing Research and Sales Forecasting.
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.

New to this edition

  • Up-to-date information on social marketing.
  • New end-of-chapter and continuing case videos and all new opening vignettes, boxed features, and cases.
  • Statistics for in-text examples throughout the book have been updated.
  • "Your Career in Marketing," which appeared as Appendix A in the 16e, has been moved online. The feature is full of practical advice for the student who is looking at career options in the field of marketing.

Supplements

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

Instructor Supplements

DVD  (ISBN-10: 1133608418 | ISBN-13: 9781133608417)

End-of-chapter videos focus on successful real companies' processes, strategies, and procedures in order to bring key concepts from the chapter to life. The continuing video case features a company that's heavily invested in social media marketing.

Website  (ISBN-10: 128506934X | ISBN-13: 9781285069340)

The text Web site includes valuable key instructor supplements: Instructor's Manual, Test Bank, and Basic and Expanded PowerPoint.

Cengage Learning Testing, powered by Cognero Instant Access  (ISBN-10: 1305087836 | ISBN-13: 9781305087835)
Cengage Learning Write Experience 2.0 Powered by MyAccess, 1 term (6 months) Instant Access  (ISBN-10: 1285069447 | ISBN-13: 9781285069449)
CourseMate with Career Transitions 2.0, Business and Company Resource Center Instant Access  (ISBN-10: 1285070461 | ISBN-13: 9781285070469)

CourseMate: Engaging. Trackable. Affordable. Interested in a simple way to complement your text and course content with study and practice materials? Cengage Learning's Marketing CourseMate brings course concepts to life with interactive learning, study, and exam preparation tools that support the printed textbook. Watch student comprehension soar as your class works with the printed textbook and the textbook-specific website. Marketing CourseMate goes beyond the book to deliver what you need! Marketing CourseMate includes: an interactive eBook; interactive teaching and learning tools including quizzes, flashcards, homework videos cases, simulations, and more. Engagement Tracker monitors student engagement in the course.

CengageNOW with Business and Company Resource Center 1-Semester Instant Access  (ISBN-10: 1285069927 | ISBN-13: 9781285069920)

Ensure that your students have the understanding they need about marketing procedures and concepts they need to know with CengageNOW. This integrated, online course management and learning system combines the best of current technology to save time in planning and managing your course and assignments. You can reinforce comprehension with customized student learning paths and efficiently test and automatically grade assignments.

CengageNOW with Cengage Learning Write Experience 2.0 Powered by MyAccess, 1 term (6 months) Instant Access  (ISBN-10: 128506948X | ISBN-13: 9781285069487)

With its engaging learning and assessment tools, CengageNOW supports the entire student workflow, from motivation to mastery. For instructors, CengageNOW provides control and customization with the opportunity to tailor the learning experience to improve outcomes.

MindTap Marketing, 1 term (6 months) Instant Access for Boone/Kurtz's Contemporary Marketing  (ISBN-10: 1285513010 | ISBN-13: 9781285513010)

MindTap is a fully online, highly personalized learning experience built upon Cengage Learning content. MindTap combines student learning tools - readings, multimedia, activities and assessments - into a singular Learning Path that guides students through their course. Instructors personalize the experience by customizing authoritative Cengage Learning content and learning tools, including the ability to add their own content in the Learning Path via apps that integrate into the MindTap framework seamlessly with Learning Management Systems.

CengageNOW with eBook on Blackboard®, 1 term (6 months) Instant Access  (ISBN-10: 1285070151 | ISBN-13: 9781285070155)

Ensure that your students have the understanding they need about marketing procedures and concepts they need to know with CengageNOW. This integrated, online course management and learning system combines the best of current technology to save time in planning and managing your course and assignments. You can reinforce comprehension with customized student learning paths and efficiently test and automatically grade assignments.

Blackboard MindLink for MindTap Marketing Instant Access  (ISBN-10: 1285590112 | ISBN-13: 9781285590110)
LMS Integrated for CourseMate, 1 term (6 months) Instant Access  (ISBN-10: 1285744578 | ISBN-13: 9781285744575)
LMS Integrated for MindTap Marketing, 1 term (6 months) Instant Access  (ISBN-10: 1285588207 | ISBN-13: 9781285588209)

This access code will provide your students with seamless access to their MindTap Marketing resources from within your campus Learning Management System. Students will be prompted to enter this access code the first time that they click on a link in your course that includes Cengage content.

Student Supplements

Cengage Learning Write Experience 2.0 Powered by MyAccess, 1 term (6 months) Instant Access  (ISBN-10: 1285069447 | ISBN-13: 9781285069449)
CourseMate with Career Transitions 2.0, Business and Company Resource Center Instant Access  (ISBN-10: 1285070461 | ISBN-13: 9781285070469)

Make the Grade with CourseMate. The more you study, the better the results. Make the most of your study time by accessing everything you need to succeed in one place. Read your textbook, take notes, review flashcards, watch videos, and take practice quizzes--online with CourseMate. Marketing CourseMate includes: an interactive eBook allowing students to take notes, highlight, bookmark, search the text, and use in-context glossary definitions. The interactive teaching and learning tools include: quizzes, flashcards, homework video cases, simulations, and more.

CengageNOW with Business and Company Resource Center 1-Semester Instant Access  (ISBN-10: 1285069927 | ISBN-13: 9781285069920)

CengageNOW is an easy-to-use online resource that helps you study in less time to get the grade you want. This integrated system helps you efficiently manage and complete homework assignments from the text. Take pre-tests to determine the areas which require more practice and direct you to review tutorials, Homework video cases and simulations, demonstration exercises, videos, eBook content, and fun Marketing games to help learn the material, and get feedback on post-tests that check your comprehension afterwards.

CengageNOW with Cengage Learning Write Experience 2.0 Powered by MyAccess, 1 term (6 months) Instant Access  (ISBN-10: 128506948X | ISBN-13: 9781285069487)

Have the tools you need to be successful A variety of tools are available in CengageNOW™, all combined in one easy-to-use resource designed to improve your grades. Some resources get you prepared for class and help you succeed on homework, and others show you specific areas where you can work to improve. Stay ahead of the course requirements CengageNOW shows you the path through your course—from first day through finals. Once you know what’s expected, it’s easier to complete your assignments. Gain understanding that stays with you Do well on tests as well as the assignments! Bridge the gap between homework and tests by using CengageNOW to truly understand the material. Self-study and review materials keep you on the right track, to make sure your understanding goes beyond memorization. Set yourself up for better grades Why wonder where you stand? CengageNOW includes trackable assignments and grades. It tells you what to do to improve your grade, and gives you the tools to accomplish it! Student Testimonials: “I love the check your work option. Really, when you’re having a hard time figuring out an answer, sometimes working backwards is the best way to understand conceptually what you’re doing wrong.” - Brad Duncan University of Utah “I liked the videos because they were short enough to teach me and because they were short, I was able to find time to watch them again and again if I did not understand the first time.” - Jennifer Wright Northeast Wisconsin Technical College CTA: Ask your instructor about CengageNOW for this course.

MindTap Marketing, 1 term (6 months) Instant Access for Boone/Kurtz's Contemporary Marketing  (ISBN-10: 1285513010 | ISBN-13: 9781285513010)

MindTap Marketing for Boone/Kurtz's Contemporary Marketing, 16th 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.

CengageNOW with eBook on Blackboard®, 1 term (6 months) Instant Access  (ISBN-10: 1285070151 | ISBN-13: 9781285070155)

CengageNOW is an easy-to-use online resource that helps you study in less time to get the grade you want. This integrated system helps you efficiently manage and complete homework assignments from the text. Take pre-tests to determine the areas which require more practice and direct you to review tutorials, Homework video cases and simulations, demonstration exercises, videos, eBook content, and fun Marketing games to help learn the material, and get feedback on post-tests that check your comprehension afterwards.

Blackboard MindLink for MindTap Marketing Instant Access  (ISBN-10: 1285590112 | ISBN-13: 9781285590110)

MindTap was created to harness the power of technology to drive student success. This cloud-based platform integrates a number of learning applications (“apps”) into an easy-to-use and easy to access tool that supports a personalized learning experience. MindTap combines student learning tools-readings, multimedia, activities and assessments-into a singular Learning Path that guides you through your marketing course.

LMS Integrated for CourseMate, 1 term (6 months) Instant Access  (ISBN-10: 1285744578 | ISBN-13: 9781285744575)
LMS Integrated for MindTap Marketing, 1 term (6 months) Instant Access  (ISBN-10: 1285588207 | ISBN-13: 9781285588209)

This access code will provide you with seamless access to your MindTap Marketing resources from within your campus Learning Management System. You will be prompted to enter this access code the first time that you click on a link in your course that includes Cengage content.