Package: Contemporary Marketing (including Coursemate Printed Access Card - 12 Mths) by Louis E. BoonePackage: Contemporary Marketing (including Coursemate Printed Access Card - 12 Mths) by Louis E. Boone

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

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

Hardcover | February 22, 2012

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