Contemporary Marketing 19/e [Boone/Kurtz] 9780357461709

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. 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.

頁數：480
版次：第19版
年份：2022年
規格：平裝/彩色
ISBN：9780357461709

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.