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Boone L.E., Kurtz D.L. Contemporary Marketing

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Boone L.E., Kurtz D.L. Contemporary Marketing
15th edition. — South-Western Cengage Learning, 2011. — 800 p. — ISBN-13: 9781111221782, ISBN: 1111221782
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.
This text comprises an updated, softcover version of . Boone (U. of South Alabama) and Kurtz (U. of Arkansas) present 19 chapters that cover the contemporary marketing environment; managing technology to achieve marketing success; marketing planning, information, and segmentation; customer behavior; and product, distribution, promotional, and pricing strategies. Contains many color illustrations. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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.
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
Designing customer-oriented marketing strategies
Marketing: The Art and Science of Satisfying Customers
Strategic Planning in Contemporary Marketing
The Marketing Environment, Ethics, and Social Responsibility
E-Business: Managing the Customer Experience
Understanding buyers and markets
Consumer Behavior
Business-to-Business (B2B) Marketing
Global Marketing
Target market selection
Marketing Research and Sales Forecasting
Market Segmentation, Targeting, and Positioning
Relationship Marketing and Customer Relationship Management (CRM)
Product decisions
Product and Service Strategies
Developing and Managing Brand and Product Categories
Distribution decisions
Marketing Channels and Supply Chain Management
Retailers, Wholesalers, and Direct Marketers
Promotional decisions
Integrated Marketing Communications
Advertising and Public Relations
Personal Selling and Sales Promotion
Pricing decisions
Pricing Concepts
Pricing Strategies
Appendix
Your Career in Marketing
Developing an Effective Marketing Plan
Financial Analysis in Marketing
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