TY  - BOOK
AU  - Boone,Louis E.
AU  - Kurtz,David L.
TI  - Contemporary marketing
SN  - 0324221924 (pbk.)
U1  - 658.8 21
PY  - 2005///
CY  - Mason, Ohio
PB  - Thomson/South-Western
KW  - Marketing
N1  - 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
ER  -