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Contemporary Marketing (MindTap Course List) by Boone, Louis E., Kurtz, David L

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Item specifics

Condition
Brand New: A new, unread, unused book in perfect condition with no missing or damaged pages. See the ...
Book Title
Contemporary Marketing (MindTap Course List)
ISBN
9780357461709

About this product

Product Identifiers

Publisher
Cengage Learning
ISBN-10
0357461703
ISBN-13
9780357461709
eBay Product ID (ePID)
18038643524

Product Key Features

Number of Pages
496 Pages
Language
English
Publication Name
Contemporary Marketing
Subject
Marketing / General, General
Publication Year
2021
Type
Textbook
Subject Area
Business & Economics
Author
Louis E. Boone, David L. Kurtz
Series
Mindtap Course List Ser.
Format
Trade Paperback

Dimensions

Item Weight
34.5 Oz

Additional Product Features

Edition Number
19
Intended Audience
College Audience
Dewey Edition
23/eng/20220328
Dewey Decimal
658.8
Table Of Content
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. 17. Integrated Marketing Communications, Advertising, and Public Relations 18. Personal Selling and Sales Promotion. Appendix A: Developing an Effective Marketing Plan. Appendix B: Financial Analysis in Marketing. Appendix C: Marketing Analytics Online. Appendix: Your Career in Marketing. Glossary. Name & Company Index. Subject Index. International Index.
Synopsis
Reimagine a practically focused and timely introduction to the foundations of marketing today with the innovative approach found in Boone/Kurtz's best-selling CONTEMPORARY MARKETING, 19E with MindTap. This edition focuses on application-based learning with streamlined content that highlights real skills that marketing professionals use on a regular basis. Rather than introducing an overly broad array of topics, this edition thoroughly explores today's most relevant and important concepts, including marketing analytics and the career readiness skills most important for your success. As a result, you learn more in less time. Memorable opening and closing examples for each section further advance learning objectives and demonstrate concepts in action to increase your comprehension and retention of key concepts. In addition, MindTap digital activities reinforce concepts and provide Excel Online practice working with marketing analytics to further prepare you for effective marketing in today's times.

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