Package: Contemporary Marketing (including Coursemate Printed Access Card - 12 Mths)

Hardcover | February 22, 2012

byLouis E. Boone, David L. Kurtz, Herb Mackenzie

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Connecting with Customers. Contemporary Marketing provides students with a current, relevant, and cutting-edge approach to marketing. The text's up-to-date research and focus on strategy give it the academic rigour necessary for a course on the principles of marketing. The student-centred approach and industry-focused content (including SME and Green Marketing boxes) connect the student to both the academic research and their lives after graduation.

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Connecting with Customers. Contemporary Marketing provides students with a current, relevant, and cutting-edge approach to marketing. The text's up-to-date research and focus on strategy give it the academic rigour necessary for a course on the principles of marketing. The student-centred approach and industry-focused content (includin...

Format:HardcoverDimensions:543 pages, 11.13 × 9.25 × 1 inPublished:February 22, 2012Publisher:Nelson College IndigenousLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0176648828

ISBN - 13:9780176648824

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Table of Contents

Part 1: Designing Customer-oriented Marketing StrategiesChapter 1: Marketing: The Art and Science of Satisfying CustomersChapter 2: Strategic Planning in Contemporary Marketing Appendix: Creating an Effective Marketing PlanChapter 3: The Marketing Environment, Ethics, and Social ResponsibilityPart 2: Understanding Buyers and MarketsChapter 4: Consumer BehaviourChapter 5: Business-to-Business (B2B) MarketingChapter 6: Serving Global MarketsPart 3: Target Market SelectionChapter 7: Marketing Research, Decision Support Systems, and Sales ForecastingChapter 8: Marketing Segmentation, Targeting, and PositioningPart 4: Product DecisionsChapter 9: Product and Service StrategiesChapter 10: Developing and Managing Brand and Product StrategiesPart 5: Distribution DecisionsChapter 11: Marketing Channels and Supply Chain ManagementChapter 12: Retailers, Wholesalers, and Direct MarketersPart 6: Promotional DecisionsChapter 13: Integrated Marketing CommunicationsChapter 14: Advertising and Digital CommunicationsChapter 15: Personal Selling and Sales PromotionPart 7: Pricing DecisionsChapter 16: Pricing Concepts and Strategies