Contemporary marketing /
Boone, Louis E.
Contemporary marketing / Louis E. Boone , David L. Kurtz. - Eleventh edition - li, 599, [96] pages : illustrations ; 28 cm + 4 computer disc (4 3/4 inch)
Includes bibliographical references and indexes.
Part 1. Designing customer-oriented marketing strategies --
Customer-driven marketing --
Strategic planning and the marketing process --
The marketing environment, ethics and social responsibility --
Global dimensions of marketing --
Part 2. Managing technology and information to achieve marketing success --
E-commerce: electronic marketing and the internet for Dot.com and brick-and-mortar marketers --
Relationship marketing and customer relationship management (CRM) --
Marketing research, decision-support systems and sales forecasting. Part 3. Market segmentation and customer behavior --
Market segmentation, targeting and positioning --
Consumer behavior --
Business-to-business (B2B) marketing. Part 4. Product strategy --
Product strategies --
Category and brand management, product identification and new-product planning. Part 5. Pricing strategy --
Price determination --
Managing the pricing function. Part 6. Distribution strategy --
Marketing channels, logistics and supply chain management --
Direct marketing and marketing resellers: retainers and wholesalers --
Promotional strategy --
Integrated marketing communications --
Advertising, sales promotion and public relations --
Personal selling and sales-force management.
0324221924 (pbk.)
2003116072
Marketing.
658.8 / B.L.C.
Contemporary marketing / Louis E. Boone , David L. Kurtz. - Eleventh edition - li, 599, [96] pages : illustrations ; 28 cm + 4 computer disc (4 3/4 inch)
Includes bibliographical references and indexes.
Part 1. Designing customer-oriented marketing strategies --
Customer-driven marketing --
Strategic planning and the marketing process --
The marketing environment, ethics and social responsibility --
Global dimensions of marketing --
Part 2. Managing technology and information to achieve marketing success --
E-commerce: electronic marketing and the internet for Dot.com and brick-and-mortar marketers --
Relationship marketing and customer relationship management (CRM) --
Marketing research, decision-support systems and sales forecasting. Part 3. Market segmentation and customer behavior --
Market segmentation, targeting and positioning --
Consumer behavior --
Business-to-business (B2B) marketing. Part 4. Product strategy --
Product strategies --
Category and brand management, product identification and new-product planning. Part 5. Pricing strategy --
Price determination --
Managing the pricing function. Part 6. Distribution strategy --
Marketing channels, logistics and supply chain management --
Direct marketing and marketing resellers: retainers and wholesalers --
Promotional strategy --
Integrated marketing communications --
Advertising, sales promotion and public relations --
Personal selling and sales-force management.
0324221924 (pbk.)
2003116072
Marketing.
658.8 / B.L.C.