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Over the years, Boone and Kurtz’s CONTEMPORARY MARKETING has proven to be the premier teaching and learning solution for principles of marketing courses. With each groundbreaking new edition, this bestseller only grows stronger, building on past milestones with exciting new innovations. The all-new Fourteenth Edition 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.

Language: English
ISBN-10: 032458203X
ISBN-13: 978-0324582031
ISBN-13: 9780324582031

Author: Louis E.Boone, David L.Kurtz

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Table of Content:

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. Market 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.

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