Higher Education

Contemporary Marketing, 17th Edition

  • Louise E. Boone University of South Alabama
  • David L. Kurtz University of Arkansas
  • ISBN-10: 1305075366  |  ISBN-13: 9781305075368
  • 768 Pages
  • Previous Editions: 2015, 2014, 2013
  • © 2016 | Published
  • College Bookstore Wholesale Price = $250.50

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CONTEMPORARY MARKETING, Seventeenth Edition, is the proven, premier teaching and learning resource for foundational marketing courses. The authors provide thorough coverage of essential marketing principles, exploring all components of the marketing mix, and providing practical guidance to help students prepare for successful marketing careers. This trusted text continues to grow stronger with each groundbreaking new edition, preserving what has made previous editions perennial best-sellers, while adding innovative new features and up-to-date information on current trends, topics, research, and best practices in this ever-evolving field. Because it is so technologically advanced, student-friendly, instructor-supported, and more relevant than ever, CONTEMPORARY MARKETING, Seventeenth Edition, remains in a class by itself.

Features and Benefits

  • Each chapter contains a Career Readiness feature exploring practical considerations for professional success, such as business etiquette and communication, business dinners, and building strong customer relationships.
  • Self-quizzes to conclude each chapter and Assessment Checks at the end of each text section allow students to quickly evaluate their learning and identify any areas in need of further reinforcement.
  • 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 objective, difficulty level, Bloom's taxonomy, 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.
  • An online suite of student assessment solutions is available to help enhance understanding of course material and give instructors the ability to manage classes, organize assignments, and track student progress using a variety of platforms.

Table of Contents

1. Marketing: The Art and Science of Satisfying Customers.
2. Strategic Planning in Contemporary Marketing.
3. The Marketing Environment, Ethics, and Social Responsibility.
4. Social Media: Living in the Connected World.
5. E-Business: Managing the Customer Experience.
6. Consumer Behavior.
7. Business-to-Business (B2B) Marketing.
8. Global Marketing.
9. Market Segmentation, Targeting, and Positioning.
10. Marketing Research in the Era of Big Data.
11. Relationship Marketing and Customer Relationship Management (CRM).
12. Product and Service Strategies.
13. Developing and Managing Brand and Product Categories.
14. Marketing Channels and Supply Chain Management.
15. Retailers, Wholesalers, and Direct Marketers.
16. Integrated Marketing Communications, Advertising, and Public Relations.
17. Personal Selling and Sales Promotion.
18. Pricing Concepts.
19. Pricing Strategies.
Appendix A: Developing an Effective Marketing Plan.
Appendix B: Financial Analysis in Marketing.
Appendix: Your Career in Marketing.
Name & Company Index.
Subject Index.
International Index.

What's New

  • Every chapter features updated statistics, figures, tables, and end-of-chapter material, providing readers with the most current, accurate, and relevant material available.
  • Updated chapter 10 on marketing research explores the new and evolving uses of big data in this field.
  • Feature boxes throughout the text have been updated with new and revised information, ensuring that material related to Career Readiness, Marketing Success, and Ethics is always timely and relevant for today's marketing professionals.
  • Ten of the text's chapter-opening vignettes are brand-new for the Seventeenth Edition, while the remaining nine 'Evolution of a Brand' vignettes have been reviewed and updated for the current edition.
  • Extensive new and updated end-of-chapter material is designed to help students review key concepts, assess their learning, and deepen their understanding; highlights include 10 new cases, nine updated cases, and 26 updated video cases.

Alternate Formats

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  • Looseleaf Edition

    ISBN-10: 1305631846 | ISBN-13: 9781305631847

    List Price = $233.95  | CengageBrain Price = $233.95  | College Bookstore Wholesale Price = $175.50


All supplements have been updated in coordination with the main title. Select the main title's "About" 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.

Instructor Supplements

Instructor’s Companion Website  (ISBN-10: 1305075412 | ISBN-13: 9781305075412)

The text website includes valuable key instructor supplements: Instructor’s Manual, Test Bank, and Basic and Expanded PowerPoint.

Cengage Learning Testing, powered by Cognero® Instant Access  (ISBN-10: 1305075862 | ISBN-13: 9781305075863)

Cengage Learning Testing Powered by Cognero is a flexible, online system that allows you to: Author, edit, and manage test bank content from multiple Cengage Learning solutions; create multiple test versions in an instant; deliver tests from your learning management system, your classroom or wherever you want!

MindTap® Marketing, 1 term (6 months) Instant Access for Boone/Kurtz's Contemporary Marketing  (ISBN-10: 130507730X | ISBN-13: 9781305077300)

MindTap Marketing Instant Access for Boone/Kurtz/Suter’s Contemporary Marketing, 17E is a personalized teaching experience with relevant assignments that guide students to analyze, apply, and improve thinking, allowing you to measure skills and outcomes with ease. Relevant readings, multimedia, and activities are designed to take students up the levels of learning, from basic knowledge to analysis and application. Analytics and reports provide a snapshot of class progress, time in course, engagement and completion rates. Personalized teaching becomes yours through a Learning Path built with key student objectives and your syllabus in mind. Control what students see and when they see it. Contemporary Marketing students can also find videos, quizzes, flashcards, powerpoints, animated figures, homework, and more.

List Price = $99.00  | CengageBrain Price = $99.00  | College Bookstore Wholesale Price = $99.00

LMS Integrated for MindTap® Marketing, 1 term (6 months) Instant Access  (ISBN-10: 1305255968 | ISBN-13: 9781305255968)

Cengage Learning provides Learning Management System (LMS) integration with our MindLinks service. This service is designed to deliver an optimal user experience through the learning management system (LMS) already used by the institution – facilitating learning retention and contributing to better learner outcomes. Our collaboration with LMS industry leaders helps drive advanced features like gradebook integration, while the fluid pedagogical design contributes to more teachable moments.

List Price = $99.00  | CengageBrain Price = $99.00  | College Bookstore Wholesale Price = $99.00

Student Supplements

MindTap® Marketing, 1 term (6 months) Instant Access for Boone/Kurtz's Contemporary Marketing  (ISBN-10: 130507730X | ISBN-13: 9781305077300)

MindTap™ Marketing for Boone/Kurtz/Suter’s Contemporary Marketing, 17th Edition provides you with the tools you need to better manage your limited time -- you can complete assignments whenever and wherever you are ready to learn with course material specially customized for you by your instructor and streamlined in one proven, easy-to-use interface. With an array of tools and apps -- from note taking to flashcards -- you'll get a true understanding of course concepts, helping you to achieve better grades and setting the groundwork for your future courses. Access to this product is valid for 6 months of usage.

List Price = $99.00  | CengageBrain Price = $99.00  | College Bookstore Wholesale Price = $99.00

LMS Integrated for MindTap® Marketing, 1 term (6 months) Instant Access  (ISBN-10: 1305255968 | ISBN-13: 9781305255968)

This access code will provide you with seamless access to your MindTap™ Marketing resources from within your campus Learning Management System. You will be prompted to enter this access code the first time that you click on a link in your course that includes Cengage content.

List Price = $99.00  | CengageBrain Price = $99.00  | College Bookstore Wholesale Price = $99.00

Meet the Author

Author Bio

Louise 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 has co-authored 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. He attended Davis & Elkins College in Elkins, West Virginia, before entering 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. But four years at Davis & Elkins College in Elkins, West Virginia, turned him around. Excellent teachers helped get Dave on a sound academic footing. His grade point average soared—enough to get him accepted by the graduate business school at the University of Arkansas, where he met Gene Boone. After graduate school, the two became career co-authors, with over 50 books between them. Gene and Dave also got involved in several entrepreneurial ventures. Today, Dave Kurtz is back teaching at the University of Arkansas after duty tours in Ypsilanti, Michigan; Seattle; and Melbourne, Australia. He is the proud grandfather of five “perfect” kids and a sportsman with a golfing handicap too high to mention. Dave, his wife, Diane, and four demanding canine companions (Daisy, Lucy, Molly, and Sally) live in Rogers, Arkansas. Dave holds a distinguished professorship at the Sam M. Walton College of Business in nearby Fayetteville, home of the Arkansas Razorbacks.