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PRINCIPLES OF CONTEMPORARY MARKETING, 15E, International Edition 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. The all-new Fifteenth Edition continues the Kurtz and Boone tradition of delivering the most technologically advanced, student-friendly, instructor-supported text available. Current, relevant, and cutting-edge, PRINCIPLES OF CONTEMPORARY MARKETING, 15E, International Edition remains in a class by itself.
List 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. E-Business: Managing the Customer Experience.
PART II: UNDERSTANDING BUYERS AND MARKETS.
5. Consumer Behavior.
6. Business-to-Business (B2B) Marketing.
7. Global Marketing.
PART III: TARGET MARKET SELECTION.
8. Marketing Research and Sales Forecasting.
9. Marketing Segmentation, Targeting, and Positioning.
10. Relationship Marketing and Customer Relationship Management (CRM).
PART IV: PRODUCT DECISIONS.
11. Product and Service Strategies.
12. Developing and Managing Brand and Product Categories.
Part V: DISTRIBUTION DECISIONS.
13. Marketing Channels and Supply Chain Management.
14. Retailers, Wholesalers, and Direct Marketers.
PART VI: PROMOTIONAL DECISIONS.
15. Integrated Marketing Communications.
16. Advertising and Public Relations.
17. Personal Selling and Sales Promotion.
PART VII: PRICING DECISIONS.
18. Pricing Concepts.
19. Pricing Strategies.
Appendix A: Your Career in Marketing.
Appendix B: Developing an Effective Marketing Plan.
Appendix C: Financial Analysis in Marketing.
Notes.
Glossary.
Name & Company Index.
Subject Index.
International Index.
About the author
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 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.
Summary
PRINCIPLES OF CONTEMPORARY MARKETING, 15E, International Edition 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. The all-new Fifteenth Edition continues the Kurtz and Boone tradition of delivering the most technologically advanced, student-friendly, instructor-supported text available. Current, relevant, and cutting-edge, PRINCIPLES OF CONTEMPORARY MARKETING, 15E, International Edition remains in a class by itself.
