Contemporary marketing / Louis E. Boone, David L. Kurtz.

By:

Boone, Louis E

Contributor(s):

Kurtz, David L [aut]

Material type: Text

TextLanguage: English Publisher: Boston, MA : Cengage Learing,Inc. [2022]Manufacturer: 2022Copyright date: �2022Edition: 19th editionDescription: xxxiii, 669 pages : illustrations ; 29 cmContent type:

text

Media type:

unmediated

Carrier type:

volume

ISBN:

9780357461709
0357461703

Subject(s):

LOC classification:

HF 5415 B66 2022

Contents:

I. Designing Customer-Oriented Marketing Strategies: Chapter 1. Marketing: The art and science of satisfying customers Chapter 2. Strategic planning in contemporary marketing Chapter 3. The marketing environment, ethics, and social responsibility Chapter 4. E-business: Managing the customer experience Chapter 5. Social media: Living in the connected world II. Understanding Buyers and Markets: Chapter 6. Customer behavior Chapter 7. Business markets and buying behavior Chapter 8. Global marketing III. Target Market Selection: Chapter 9. Market segmentation, targeting, and positioning Chapter 10. Marketing Research IV. Product Decisions: Chapter 11. Product and branding concepts Chapter 12. Developing and managing products V. Pricing Decisions: Chapter 13. Pricing concepts Chapter 14. Pricing strategies VI: Distribution Decisions: Chapter 15. Distribution channels and supply chain management Chapter 16. Retailing and dorect marketing VII: Promotional Decisions: Chapter 17. Integrated marketing communications Chapter 18. Personal selling and sales promotion Appendix A: Developing an Effective Marketing Plan Appendix B: Financial Analysis in Marketing

Summary: Reimagine a practically focused and timely introduction to the foundations of marketing today with the innovative approach found in Boone/Kurtz's best-selling CONTEMPORARY MARKETING, 19E with MindTap. This edition focuses on application-based learning with streamlined content that highlights real skills that marketing professionals use on a regular basis. Rather than introducing an overly broad array of topics, this edition thoroughly explores today's most relevant and important concepts, including marketing analytics and the career readiness skills most important for your success. As a result, you learn more in less time. Memorable opening and closing examples for each section further advance learning objectives and demonstrate concepts in action to increase your comprehension and retention of key concepts. In addition, MindTap digital activities reinforce concepts and provide Excel Online practice working with marketing analytics to further prepare you for effective marketing in today's times.

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Holdings
Item type	Current library	Shelving location	Call number	Status	Date due	Barcode
Book	TUP Manila Library	General Circulation Section-GF	HF 5415 B66 2022 (Browse shelf(Opens below))	Available		P00034113

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Previous		No cover image available			No cover image available			Next
Previous	HF 5415 B44 1986 Marketing /	HF 5415 B47 1989 Study guide to accompany marketing. /	HF 5415 B48 2001 Essentials of marketing /	HF 5415 B66 2022 Contemporary marketing /	HF 5415 C48 2004 Knowledge-based marketing : the twenty-first century competitive edge.	HF 5415 C72 1999 Strategic marketing management cases /	HF 5415 C72 1999 Strategic marketing management cases /	Next

Includes bibliographical references and indexes.

I. Designing Customer-Oriented Marketing Strategies: Chapter 1. Marketing: The art and science of satisfying customers
Chapter 2. Strategic planning in contemporary marketing
Chapter 3. The marketing environment, ethics, and social responsibility
Chapter 4. E-business: Managing the customer experience
Chapter 5. Social media: Living in the connected world
II. Understanding Buyers and Markets: Chapter 6. Customer behavior
Chapter 7. Business markets and buying behavior
Chapter 8. Global marketing
III. Target Market Selection: Chapter 9. Market segmentation, targeting, and positioning
Chapter 10. Marketing Research
IV. Product Decisions: Chapter 11. Product and branding concepts
Chapter 12. Developing and managing products
V. Pricing Decisions: Chapter 13. Pricing concepts
Chapter 14. Pricing strategies
VI: Distribution Decisions: Chapter 15. Distribution channels and supply chain management
Chapter 16. Retailing and dorect marketing
VII: Promotional Decisions: Chapter 17. Integrated marketing communications
Chapter 18. Personal selling and sales promotion
Appendix A: Developing an Effective Marketing Plan
Appendix B: Financial Analysis in Marketing

Reimagine a practically focused and timely introduction to the foundations of marketing today with the innovative approach found in Boone/Kurtz's best-selling CONTEMPORARY MARKETING, 19E with MindTap. This edition focuses on application-based learning with streamlined content that highlights real skills that marketing professionals use on a regular basis. Rather than introducing an overly broad array of topics, this edition thoroughly explores today's most relevant and important concepts, including marketing analytics and the career readiness skills most important for your success. As a result, you learn more in less time. Memorable opening and closing examples for each section further advance learning objectives and demonstrate concepts in action to increase your comprehension and retention of key concepts. In addition, MindTap digital activities reinforce concepts and provide Excel Online practice working with marketing analytics to further prepare you for effective marketing in today's times.

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