000 02813nam a22002897a 4500
999 _c4997
_d4997
005 20210325121201.0
008 111002s2010 nyu||||| |||| 00| 0 eng d
020 _a032482808X (pbk)
020 _a9780324828085 (pbk)
040 _aEG-NcFUE
_erda
082 0 4 _221
_a658.8
_bK.D.P
100 1 _aKurtz, David L.
_920422
_eauthor
245 1 0 _aPrinciples of contemporary marketing /
_cDavid L. Kurtz, Louis E. Boone
250 _aInternational ed.
264 1 _aMason, Ohio :
_bSouth-Western ;
_a[London :
_bThomson Learning, distributor],
_c2010.
300 _a1 vloume (various pagings) :
_billustrations ;
_c28 cm.
336 _2rdacontent
_atext
337 _2rdamedia
_aunmediated
338 _2rdacarrier
_avolume
504 _aIncludes bibliographical references and index.
505 _aPart 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. Part II: UNDERSTANDING BUYERS AND MARKETS. 5. Consumer Behavior. 6. Business-to-Business (B2B) Marketing. 7. Global Marketing. Part III: TARGET MARKET SELECTION. 8. Marketing Research and Sales Forecasting. 9. Market Segmentation, Targeting, and Positioning. 10. Relationship Marketing and Customer Relationship Management (CRM). Part IV: PRODUCT DECISIONS. 11. Product and Service Strategies. 12. Developing and Managing Brand and Product Categories. Part V: DISTRIBUTION DECISIONS. 13. Marketing Channels and Supply Chain Management. 14. Retailers, Wholesalers, and Direct Marketers. Part VI: PROMOTIONAL DECISIONS. 15. Integrated Marketing Communications. 16. Advertising and Public Relations. 17. Personal Selling and Sales Promotion. Part VII: PRICING DECISIONS. 18. Pricing Concepts. 19. Pricing Strategies. Appendix A: Your Career in Marketing. Appendix B: Developing an Effective Marketing Plan. Appendix C: Financial Analysis in Marketing.
520 _aOver the years, Kurtz and Boone's "Principles of Contemporary Marketing, 14e, International Edition" has proven to be the premier teaching and learning solution for principles of marketing courses. With each groundbreaking new edition, this bestseller only grows stronger, building on past milestones with exciting new innovations. The all-new Fourteenth Edition continues the Kurtz and Boone tradition of delivering the most technologically advanced, student-friendly, instructor-supported text available. Current, relevant, and cutting-edge, "Principles of Contemporary Marketing, 14e, International Edition" remains in a class by itself
650 0 _aMarketing.
_920423
700 1 _aBoone, Louis E.
_920424
_ejoint author
942 _cBK
_2ddc