Higher Education

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Contemporary Marketing with MindTap, 18e

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

ISBN: 9789355738479

Edition: 18th

© Year : 2019

₹799

Binding: Paperback

Pages: 480

Trim Size : 279 × 216 mm

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Since the first edition of this book was published, Contemporary Marketing has continued improving on its mission of equipping students with the most comprehensive collection of learning tools, teaching materials and innovative resources available. The upgraded 18th edition represents a new industry benchmark by delivering the most practical, technologically advanced, user-friendly resource package on the market.

  • Chapter-ending activity: Each chapter ends with a short activity that reinforces specific learning from the chapter, further reinforcing comprehension and retention.
  • Opening and closing examples: Each section features opening and closing examples that tie directly to the learning objective and demonstrate the concepts in action.
  • Updated examples and content presentation: Examples throughout the text have been researched and refreshed to reflect current trends in marketing and business.
  • Streamlined narrative: Rather than introduce an overly broad array of topics, we utilized industry research to choose the most relevant and current concepts – then we deep dive on those to provide students a thorough understanding of each.
  • Focus on application-based learning: Our goal is for students to “learn it today and use it tomorrow.” Content is focused on practical, real-world skills that marketing professionals use on a regular basis.

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.

18. Integrated Marketing Communications, Advertising, and Public Relations.

19. Personal Selling and Sales Promotion.

Appendix A: Developing an Effective Marketing Plan.

Appendix B: Financial Analysis in Marketing.

Online Appendix: Your Career in Marketing.

Name & Company Index.

Subject Index.

After a long and distinguished career, Louis E. "Gene" Boone passed away just before the publication of the 13th edition of CONTEMPORARY MARKETING. Over the years, students and colleagues at the University of Tulsa and 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 that 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.

 

Dr. David L. Kurtz

Dr. David L. Kurtz has taught at a number of major U.S. and foreign universities and has co-authored best-selling books with Dr. Louis E. Boone. Their publications have been translated into Chinese, French, Indonesian, Italian, Polish, Portuguese and Spanish. Dr. Kurtz 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 Dr. Gene Boone. As longtime co-authors, Dr. Boone and Dr. Kurtz wrote more than 50 books. In addition to writing, the two served as partners in several entrepreneurial ventures. Today, Dr. Kurtz teaches at the University of Arkansas after duty tours in Ypsilanti, Michigan; Seattle; and Melbourne, Australia. He is the proud grandfather of five and a sportsman with a golfing handicap too high to mention. Dr. Kurtz, his wife Diane and four demanding canine companions (Daisy, Lucy, Molly and Sally) live in Rogers, Arkansas. Dr. Kurtz holds a distinguished professorship at the Sam M. Walton College of Business in nearby Fayetteville, home of the Arkansas Razorbacks.