Contemporary Marketing by Louis E. BooneContemporary Marketing by Louis E. Boone

Contemporary Marketing

byLouis E. Boone, Dr. H.f. Herb Mackenzie, Kim Snow

Hardcover | February 17, 2009

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Provides Professors with a complete and comprehensive coverage of the discipline, while maintaining an engaging and lively style. Boone connects with students by brining Principles of Marketing alive with features such as the Second City Theatre running case, Go Green boxes, and Marketing Success and Failures. Boone has been developed with student feedback, ensuring that content and examples are relevant, accessible, and engaging.NETA TestbankThe Nelson Education Teaching Advantage (NETA) program delivers research-based resources that promote student engagement and higher-order thinking and enable the success of Canadian students and educators. This book's testbank is designed to ensure top quality multiple-choice testing by avoiding common errors in question and test construction. If you want your students to achieve "beyond remembering", ask your Nelson Sales Representative how today!

Details & Specs

Title:Contemporary MarketingFormat:HardcoverDimensions:768 pages, 11.19 × 9.25 × 1.25 inPublished:February 17, 2009Publisher:Nelson College IndigenousLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0176500030

ISBN - 13:9780176500030

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Table of Contents

Preface Part One: Designing Customer-Oriented Marketing StrategiesChapter 1: Marketing: The Art and Science of Satisfying CustomersChapter 2: Strategic Planning and the Marketing Process Chapter 3: The Marketing Environment, Ethics, and Social Responsibility Part Two: Understanding Buyers and MarketsChapter 4: Consumer Behaviour Chapter 5: Business-to-Business (B2B) Marketing Chapter 6: Serving Global Markets Part Three: Target Market SelectionChapter 7: Marketing Research, Decision Support Systems, and Sales Forecasting Chapter 8: Market Segmentation, Targeting, and Positioning Chapter 9: Relationship Marketing, Customer Relationship Management (CRM), and One-to-One Marketing Part Four: Product DecisionsChapter 10: Product and Service Strategies Chapter 11: Category and Brand Management, Product Identification, and New-Product Development Part Five: Distribution DecisionsChapter 12: Marketing Channels and Supply Chain Management Chapter 13: Direct Marketing and Marketing Resellers: Retailers and Wholesalers Part Six: Promotional DecisionsChapter 14: Integrated Marketing Communications Chapter 15: Advertising and Public Relations Chapter 16: Personal Selling and Sales Promotion Part Seven: Pricing DecisionsChapter 17: Price Concepts and Approaches Chapter 18: Pricing StrategiesAppendix: Creating an Effective Marketing Plan