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Contemporary Marketing 2009

ISBN-10: 0324236735

ISBN-13: 9780324236736

Edition: 12th 2006

Authors: David L. Kurtz, Louis E. Boone

List price: $265.95
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Description:

CONTEMPORARY MARKETING by Boone and Kurtz has proven to be the premier principles of marketing text and package since the first edition. With each edition, this best selling author team builds and improves upon past innovations, creating the most technologically advanced, student friendly, instructor supported text available. The twelfth edition continues to provide the most current and up-to-date content by including the most current coverage of topics such as one-to-one marketing, strategic planning, guerilla marketing, customer relationship management, and much more.
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Book details

List price: $265.95
Edition: 12th
Copyright year: 2006
Publisher: Cengage South-Western
Publication date: 1/14/2005
Binding: Hardcover
Pages: 624
Size: 9.00" wide x 10.75" long x 1.25" tall
Weight: 4.334
Language: English

Prologue: Planning a Career in Marketing
Designing Customer-Oriented Marketing Strategies
Marketing: Creating Satisfaction through Customer Relationships
Strategic Planning and the Marketing Process. Appendix A: Creating an Effective Marketing Plan
The Marketing Environment, Ethics, and Social Responsibility
E-Commerce: Marketing in the Digital Age
Understanding Buyers And Markets
Consumer Behavior
Business-to-Business (B2B) Marketing
Serving Global Markets
Target Market Selection
Managing Marketing Information
Market Segmentation, Targeting, and Positioning
Relationship Marketing, Customer Relationship Management (CRM), and One-to-One Marketing
Product Decisions
Product and Service Strategies
Category and Brand Management, Product Identification, and New-Product Planning
Distribution Decisions
Marketing Channels, Logistics, and Supply Chain Management
Direct Marketing and Marketing Resellers: Retailers and Wholesalers
Promotional Decisions
Integrated Marketing Communications
Advertising and Public Relations
Personal Selling and Sales Promotion
Pricing Decisions
Pricing Concepts and Approaches
Pricing Strategies
Appendix: Financial Analysis in Marketing
Table of Contents provided by Publisher. All Rights Reserved.