书名：Contemporary Marketing 现代营销

作者：Louis E. Boone, David L. Kurtz

出版社名称：Cengage

出版时间：2018

语种：英语

ISBN：9789814834421

包装：平装

MindTap Marketing for Boone/Kurtz's Contemporary Marketing, 18th Edition is the digital learning solution that powers students from memorization to mastery. It gives you complete control of your course—to provide engaging content, to challenge every individual, and to build their confidence. Empower students to accelerate their progress with MindTap. MindTap: Powered by You. This product delivers a “learn it today, use it tomorrow” approach through in-depth coverage of fundamental marketing concepts and strategies, along with practical applications and real-world examples. With activities like Group Projects and Marketing Plan assignments that promote applications, not just recall, of course concepts. As an instructor using MindTap, you have at your fingertips the right content and unique set of tools curated specifically for your course, all in an interface designed to improve workflow and save time when planning lessons and course structure.
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.

Dr. David L. Kurtz has taught at a number of major U.S. and foreign universities and has co-authored best-selling books with Dr. Louis E. Boone. Their publications have been translated into Chinese, French, Indonesian, Italian, Polish, Portuguese and Spanish. Dr. Kurtz 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 Dr. Gene Boone. As longtime co-authors, Dr. Boone and Dr. Kurtz wrote more than 50 books. In addition to writing, the two served as partners in several entrepreneurial ventures. Today, Dr. Kurtz teaches at the University of Arkansas after duty tours in Ypsilanti, Michigan; Seattle; and Melbourne, Australia. He is the proud grandfather of five and a sportsman with a golfing handicap too high to mention. Dr. Kurtz, his wife Diane and four demanding canine companions (Daisy, Lucy, Molly and Sally) live in Rogers, Arkansas. Dr. Kurtz holds a distinguished professorship at the Sam M. Walton College of Business in nearby Fayetteville, home of the Arkansas Razorbacks.
Preface.
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. E-Business: Managing the Customer Experience.
5. Social Media: Living in the Connected World.
Part II: UNDERSTANDING BUYERS AND MARKETS.
6. Consumer Behavior.
7. Business Markets and Buying Behavior.
8. Global Marketing.
Part III: TARGET MARKET SELECTION.
9. Market Segmentation, Targeting, and Positioning.
10. Marketing Research.
Part IV: PRODUCT DECISIONS.
11. Product and Branding Concepts.
12. Developing and Managing Products.
Part V: PRICING DECISIONS.
13. Pricing Concepts.
14. Pricing Strategies.
Part VI: DISTRIBUTION DECISIONS.
15. Distribution Channels and Supply Chain Management.
16. Retailing and Direct Marketing.
Part VII: PROMOTIONAL DECISIONS.
18. Integrated Marketing Communications, Advertising, and Public Relations.
19. Personal Selling and Sales Promotion.
Appendix A: Developing an Effective Marketing Plan.
Appendix B: Financial Analysis in Marketing.
Online Appendix: Your Career in Marketing.
Glossary.
Name & Company Index.
Subject Index.