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Contemporary Marketing with MindTap

Author(s): Louis E. Boone | David L. Kurtz

ISBN: 9789366602424

20th Edition

Copyright: 2026

India Release: 2026

₹895

Binding: Paperback

Pages: 434

Trim Size: 279 x 216 mm

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Enhance your introduction to marketing learning with Boone/Kurtz' CONTEMPORARY MARKETING, 20th Edition. The new chapter format and Assessment Checks ensure your effective understanding of the material. The inclusion of real-life company case studies, featuring Meta, Simon Property Group and Misfit Market, provide practical examples that deepen your understanding of marketing and demonstrate how concepts are applied in the real world. This fresh perspective helps you develop practical skills used by marketing professionals. Additionally, MindTap online learning provides access to assignments, case activities, practice quizzes and flashcards to reinforce your understanding.

  • Emphasis on real-world applications are included so students can develop a holistic perspective on contemporary marketing by effectively connecting theory with practice through real-world examples.
  • A Marketing Analytics Module introduces marketing analytics with algorithmically generated Excel Online assignments that help students conceptualize analytics in the real world.
  • Comprehensive teaching supplements include a Test Bank (4,000+ questions), Instructor's Manual, detailed lecture outlines, a solution guide, collaborative exercises and PowerPoint® presentations.
  • MindTap supports instructors with student assessment solutions. Organize assignments and evaluate student progress in real-time and with digital resources and tools.
  • Enhanced chapters focus on conceptual understanding. Chapter introductions outlines key topics and new assessment checks gauge comprehension, encouraging deeper engagement with material.
  • New chapter examples and end of chapter case studies feature real-life companies such as Meta and Misfit Market that provide powerful illustrations of chapter concepts.

Modules.
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
5. Social Media: Living in the Connected World
Part II: UNDERSTANDING BUYERS AND MARKETS
6. Consumer Behavior
7. Business Markets and Buying Behavior
8. Global Marketing
Part III: TARGET MARKET SELECTION
9. Market Segmentation, Targeting, and Positioning
10. Marketing Research
Part IV: PRODUCT DECISIONS
11. Product and Branding Concepts
12. Developing and Managing Products
Part V: PRICING DECISIONS
13. Pricing Concepts
14. Pricing Strategies
Part VI: DISTRIBUTION DECISIONS
15. Distribution Channels and Supply Chain Management
16. Retailing and Direct Marketing
Part VII: PROMOTIONAL DECISIONS
17. Integrated Marketing Communications, Advertising, and Public Relations
18. Personal Selling and Sales Promotion
Appendix A: Developing an Effective Marketing Plan
Appendix B: Financial Analysis in Marketing

Louis E. Boone

After a long and distinguished career, Dr. Louis E. "Gene" Boone passed away just before the publication of the Thirteenth Edition of CONTEMPORARY MARKETING. University of Tulsa, the University of South Alabama and other schools in the U.S., Australia and Europe 

David L. Kurtz

Dr. David L. Kurtz has taught at a number of major U.S. and foreign universities.

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