Contemporary Marketing, 2013 Update, 15th Edition

  • Louis E. Boone University of South Alabama
  • David L. Kurtz University of Arkansas
  • ISBN-10: 1111579717
  • ISBN-13: 9781111579715
  • 800 Pages Paperback 
  • Previous Editions: 2011, 2009, 2006
  • © 2013 | Published
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About The Solution

Overview

CONTEMPORARY MARKETING has proven edition-to-edition to be the premier teaching and learning solution for the Principles of Marketing course. This bestseller only grows stronger with each groundbreaking new edition, building on past milestones with exciting new innovations. The all-new 2013 UPDATE 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 truly remains in a class by itself.


Additional Product Information

Features/Benefits

  • Greensburg, Inc. is a series of videos describing the rebuilding of Greensburg, Kansas, as a model green community following a tornado. The videos include case segments with critical-thinking questions designed to provoke classroom discussion and interaction.
  • End-of-chapter video cases focus on the processes, strategies, and procedures of successful real-world companies in order to bring key concepts from the chapter to life for students. Highly effective end-of-chapter self-quizzes called "Assurance of Learning Review" include questions designed to quickly assess students' understanding of key concepts.
  • Each chapter contains a "Career Readiness" (formerly titled "Etiquette Tips for Marketing Professionals") feature addressing important aspects of proper business etiquette, including communication, business dinners, and even the most effective way to build strong customer relationships.
  • The text is supported by a full suite of teaching and learning supplements, including a Test Bank with more than 4,000 questions categorized by chapter objective, difficulty level, question type, and AACSB and Rubin/Dierdorff requirements; an updated Instructor's Manual with detailed lecture outlines, collaborative learning exercises, answers to end-of-chapter questions, and a media guide; and PowerPoint® presentations.
  • A completely revised online student assessment suite of solutions are available to help enhance student understanding of the material and give the instructor the ability to manage classes and assignments, and to track student progress through a variety of platforms.
  • Marketing CourseMate brings course concepts to life with a simple and elegant interactive supplement that allows students to learn interactively, study and prepare for exams. Marketing CourseMate also includes an integrated e-book, interactive teaching and learning tools including quizzes, interactive flashcards, video case and interactive simulation homework assignments, and more. Marketing CourseMate also will provide adopting instructors with access to an "Engagement Tracker" that provides insights into student's progress and comprehension of the material through Marketing CourseMate.
  • Outstanding online student resources are available through the WebTutor and CengageNOW platforms that also integrate with the Blackboard, WebCT, and other classroom learning management systems. Students have access to interactive teaching and learning tools including quizzes, interactive flashcards, video case and interactive simulation homework assignments, and more. Instructors have access to the teaching resources in a format compatible with their campus LMS. Contact your local representative to design the best option for you and your students.

What's New

  • NEW! CONTEMPORARY MARKETING 2013 UPDATE includes extensive coverage of sustainability and green marketing. Throughout the text, opening vignettes, boxed features, cases, and references designated by an eye-catching sustainability icon discuss how the trend toward sustainability has affected the world of marketing.
  • NEW! There is a greater emphasis on social and new media with examples throughout the text to discuss and analyze the impact of social and new media in marketing.
  • NEW! All new Opening Vignettes and "Evolution of a Brand" features give readers an in-depth look at the success stories of brands that have effectively maintained their coveted position as market leaders over the course of time.
  • NEW! New photographs and advertisements throughout the text add currency, interest, and concept reinforcement, making the new edition even more effective for visual learners and today's media-savvy students.

Best Buy Packages

Other Popular Packages

Choose the textbook packaged with the resources that best meet your course and student needs. Contact your Cengage Learning representative for more information.


Bundle: Text + Marketing CourseMate with eBook Printed Access Card
ISBN-10: 1285040287  | ISBN-13: 9781285040288


Printed Text + CengageNOW with eBook Instant Access Code
ISBN-10:  1285328841  | ISBN-13:  9781285328843


Printed Text + Marketing CourseMate with eBook Instant Access Code
ISBN-10:  1285328833 | ISBN-13:  9781285328836


Table of Contents

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.
Part II: UNDERSTANDING BUYERS AND MARKETS.
5. Consumer Behavior.
6. Business-to-Business (B2B) Marketing.
7. Global Marketing.
Part III: TARGET MARKET SELECTION.
8. Marketing Research and Sales Forecasting.
9. Marketing Segmentation, Targeting, and Positioning.
10. Relationship Marketing and Customer Relationship Management (CRM).
Part IV: PRODUCT DECISIONS.
11. Product and Service Strategies.
12. Developing and Managing Brand and Product Categories.
Part V: DISTRIBUTION DECISIONS.
13. Marketing Channels and Supply Chain Management.
14. Retailers, Wholesalers, and Direct Marketers.
Part VI: PROMOTIONAL DECISIONS.
15. Integrated Marketing Communications.
16. Advertising and Public Relations.
17. Personal Selling and Sales Promotion.
Part VII: PRICING DECISIONS.
18. Pricing Concepts.
19. Pricing Strategies.
Appendix A: Your Career in Marketing.
Appendix B: Developing an Effective Marketing Plan.
Appendix C: Financial Analysis in Marketing.
Notes.
Glossary.
Name and Company Index.
Subject Index.
International Index.

Supplements

Instructor Supplements

Instructor Supplements

All supplements have been updated in coordination with the main title. Select the main title’s "About the Solution" tab, then select "What's New" for updates specific to title's edition. For more information about these supplements, or to obtain them, contact your Learning Consultant.

Videos DVD  (ISBN-10: 1111528160 | ISBN-13: 9781111528164)

End-of-chapter videos focus on successful real companies' processes, strategies, and procedures in order to bring key concepts from the chapter to life. The continuing video case features Greensburg, Kansas, a city forced to rebuild after a devastating tornado destroyed much of the town. Residents decided to rebuild green, a process that has taken organization, coordination, determination, and marketing.


Instructor's Resource CD-ROM  (ISBN-10: 1133600603 | ISBN-13: 9781133600602)


WebTutor™ on Blackboard® with eBook on Gateway Instant Access Code  (ISBN-10: 1111967164 | ISBN-13: 9781111967161)

Succeed in your marketing course with this anytime, anywhere customized learning solution that reinforces and clarifies complex concepts, provides online quizzes with instant feedback and other online learning tools, and keeps you connected to your textbook, instructor, and classmates.


WebTutor™ on WebCT™ with eBook on Gateway Instant Access Code  (ISBN-10: 1111967172 | ISBN-13: 9781111967178)

Succeed in your marketing course with this anytime, anywhere customized learning solution that reinforces and clarifies complex concepts, provides online quizzes with instant feedback and other online learning tools, and keeps you connected to your textbook, instructor, and classmates.


CourseMate Instant Access  (ISBN-10: 1111967202 | ISBN-13: 9781111967208)


CengageNOW with eBook Instant Access Code  (ISBN-10: 1133575676 | ISBN-13: 9781133575672)

Succeed in your marketing course with CengageNOW, a powerful online homework tool that optimizes your learning experience. This interactive system generates a diagnostic Personalized Study Plan (with a chapter-specific Pre-test, Study Plan, and Post-test) to help you master concepts, prepare for exams, and get a better grade


Student Supplements

Student Supplements

All supplements have been updated in coordination with the main title. Select the main title’s "About the Solution" tab, then select "What's New" for updates specific to title's edition. For more information about these supplements, or to obtain them, contact your Learning Consultant.

WebTutor™ on Blackboard® with eBook on Gateway Instant Access Code  (ISBN-10: 1111967164 | ISBN-13: 9781111967161)

Succeed in your marketing course with this anytime, anywhere customized learning solution that reinforces and clarifies complex concepts, provides online quizzes with instant feedback and other online learning tools, and keeps you connected to your textbook, instructor, and classmates.


WebTutor™ on WebCT™ with eBook on Gateway Instant Access Code  (ISBN-10: 1111967172 | ISBN-13: 9781111967178)

Succeed in your marketing course with this anytime, anywhere customized learning solution that reinforces and clarifies complex concepts, provides online quizzes with instant feedback and other online learning tools, and keeps you connected to your textbook, instructor, and classmates.


CourseMate Instant Access  (ISBN-10: 1111967202 | ISBN-13: 9781111967208)

Cengage Learning's CourseMate brings course concepts to life with interactive learning, study, and exam preparation tools that support the printed textbook. Access an integrated eBook, learning tools including flashcards, quizzes, and more, all designed specifically to work with CONTEMPORARY MARKETING, 15th Edition.


CengageNOW with eBook Instant Access Code  (ISBN-10: 1133575676 | ISBN-13: 9781133575672)

Succeed in your marketing course with CengageNOW, a powerful online homework tool that optimizes your learning experience. This interactive system generates a diagnostic Personalized Study Plan (with a chapter-specific Pre-test, Study Plan, and Post-test) to help you master concepts, prepare for exams, and get a better grade


Blackboard MindLink for CourseMate Instant Access  (ISBN-10: 1285369734 | ISBN-13: 9781285369730)

The more you study, the better the results. Make the most of your study time by accessing everything you need to succeed in your marketing course in one place. Read your eBook, take notes, review flashcards, view videos, and take practice quizzes—all online with MindLink for CourseMate on Blackboard.


General MindLink for CourseMate Instant Access  (ISBN-10: 1285368878 | ISBN-13: 9781285368870)

The more you study, the better the results. Make the most of your study time by accessing everything you need to succeed in your marketing course in one place. Read your eBook, take notes, review flashcards, view videos, and take practice quizzes—all online with MindLink for CourseMate.


Quizzing with Games Instant Access  (ISBN-10: 1285787315 | ISBN-13: 9781285787312)

Interactive games and practice quizzes designed to work with your text can help you to review and learn essential terms and key concepts. Games are a fun way to learn and master facts and ideas. Practice quizzes consist of true/false and multiple choice questions for each chapter. Check your score and take quizzes again if needed. A reference for where to find more material in the text is included with each answer. This is instant access product; at the completion of your purchase, simply go to "My Home" and gain immediate access to your product. Note: If you have purchased CourseMate for your title, practice quizzes and flashcards are already included.


Quizzing Instant Access  (ISBN-10: 1285787439 | ISBN-13: 9781285787435)

Interactive practice quizzes designed to work with your text can help you to review and learn essential terms and key concepts. True/false and multiple choice questions are included for each chapter. Check your score and take quizzes again if needed. A reference for where to find more material in the text is included with each answer. This is instant access product; at the completion of your purchase, simply go to "My Home" and gain immediate access to your product. Note: If you have purchased CourseMate for your title, flash cards are already included.


Meet the Author

About the Author

Louis E. Boone

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

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.

Reviews

Customer Reviews

"Best text on the market."
— Daniel W. Biddlecom, Erie Community College North
"I think they [the video cases] are great especially for the online students as it gives them a visual and questions to answer and submit for grades. The videos are also great for classroom discussions."
— Charlane Held, Onondaga Community College