Contemporary Marketing, 16th Edition

  • Louis E. Boone University of South Alabama
  • David L. Kurtz University of Arkansas
  • ISBN-10: 113362846X  |  ISBN-13: 9781133628460
  • 784 Pages
  • Previous Editions: 2012, 2010, 2008
  • © 2014 | Published
  • College Bookstore Wholesale Price = $223.75 
  • Newer Edition Available
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    About

    Overview

    CONTEMPORARY MARKETING 16E has proven to be the premier teaching and learning solution for principles of marketing courses. This best seller only grows stronger with each groundbreaking new edition, building on past milestones with exciting new innovations. The all-new Sixteenth Edition 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 remains in a class by itself. Available with InfoTrac® Student Collections http://gocengage.com/infotrac.


    Additional Product Information

    Features/Benefits

    • Each chapter contains a "Career Readiness" feature addressing important aspects of proper business etiquette, including communication, business dinners, and the most effective way to build strong customer relationships.
    • "Assessment Checks" are included at the end of each section of the text, giving students the chance to quickly assess learning.
    • Highly effective end-of-chapter self-quizzes called "Assurance of Learning Review" include questions designed to quickly assess students' understanding of key concepts.
    • 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, 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.
    • 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, assignments and track student progress through a variety of platforms.
    • CourseMate brings course concepts to life with a simple and elegant interactive supplement that allows students to learn interactively, study and prepare for exams. 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. CourseMate also will provide adopting instructors with access to an "Engagement Tracker" that provides insights into students' progress and comprehension of the material through CourseMate.

    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. Social Media: Living in the Connected World.
    5. E-Business: Managing the Customer Experience.
    PART II: UNDERSTANDING BUYERS AND MARKETS.
    6. Consumer Behavior.
    7. Business-to-Business (B2B) Marketing.
    8. Global Marketing.
    PART III: TARGET MARKET SOLUTIONS.
    9. Market Segmentation, Targeting, and Positioning.
    10. Marketing Research and Sales Forecasting.
    11. Relationship Marketing and Customer Relationship Management (CRM).
    PART IV: PRODUCT DECISIONS.
    12. Product and Service Strategies.
    13. Developing and Managing Brand and Product Categories.
    PART V: DISTRIBUTION DECISIONS.
    14. Marketing Channels and Supply Chain Management.
    15. Retailers, Wholesalers, and Direct Marketers.
    PART VI: PROMOTIONAL DECISIONS.
    16. Integrated Marketing Communications, Advertising, and Public Relations.
    17. Personal Selling and Sales Promotion.
    PART VII: PRICING DECISIONS.
    18. Pricing Concepts.
    19. Pricing Strategies.
    Appendix A: Developing an Effective Marketing Plan.
    Appendix B: Financial Analysis in Marketing.

    What's New

    • CONTEMPORARY MARKETING 16E includes extensive coverage of social media marketing. Throughout the text, opening vignettes, boxed features, cases, and references discuss how the trend toward social media has affected the entire world of marketing.
    • 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 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.
    • All-new 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. Featured companies include BoltBus, Ski Butternut, and Geoffrey B. Small.
    • All new end-of-part video cases focus on Scripps Networks Interactive & The Food Network. Scripps Interactive & The Food Network use various marketing techniques to connect advertisers and sponsors with their targeted customers and provide content via several channels, including TV and social media.
    • InfoTrac® Student Collections are specialized databases expertly drawn from the Gale Academic One library. Each InfoTrac® Student Collection enhances the student learning experience in the specific course area related to the product. These specialized databases allow access to hundreds of scholarly and popular publications - all reliable sources - including journals, encyclopedias, and academic reports. Learn more and access at: http://gocengage.com/infotrac.

    Learning Resource Bundles

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    ISBN-10: 1285328884  | ISBN-13: 9781285328881
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    • CengageNOW with Business and Company Resource Center 1-Semester Instant Access
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    ISBN-10:  1285328922  | ISBN-13:  9781285328928
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    • CengageNOW with Business and Company Resource Center 1-Semester Printed Access Card
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    ISBN-10:  1285328949 | ISBN-13:  9781285328942
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    • CourseMate with Career Transitions 2.0, Business and Company Resource Center Instant Access
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    Efficacy and Outcomes

    Reviews

    "Interesting approach, comprehensive coverage, good Powerpoint."
    — Mark A. Neckes, Johnson & Wales University
    "The text is written well with good examples. It's clear and easy to read."
    — Nancy J. Thannert, Robert Morris University
    "Clear, organized well, great examples, good graphics. The best thing is the vocabulary highlighted in the margins of the pages."
    — Irene Woods Clampet, Three Rivers Community College

    Supplements

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    Instructor's Resource CD-ROM  (ISBN-10: 1285069331 | ISBN-13: 9781285069333)

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    Website  (ISBN-10: 128506934X | ISBN-13: 9781285069340)

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    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 Thirteenth Edition of CONTEMPORARY MARKETING. Over the years, students and colleagues at the University of Tulsa, 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 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.