Contemporary Marketing, 19/e (Paperback)

本書序言

●NEW "LEARN IT" ACTIVITIES SEPARATE KEY CONCEPTS AND TOPICS INTO SMALLER, MANAGEABLE SECTIONS OF LEARNING. Students tackle important chapter concepts one section at a time. After each small section, readers test their comprehension with a set of questions. These "Learn It" questions build a foundation for the understanding of chapter concepts in a gradual, scaffolded manner.
●UPDATED CHAPTER ASSIGNMENTS TEST UNDERSTANDING AND APPLICATION OF KEY CONCEPTS. Case Activities guide students in applying key concepts from the chapter to solve marketing problems at a real companies. Students also learn to work with new information and consider different applications of concepts -- something marketers encounter every day in business. Case study activities strengthen application and critical-thinking skills as students learn in-context, deepening understanding of chapter topics and concepts while building marketing acumen.
●NEW "WHY DOES THIS TOPIC MATTER TO ME?" ENGAGEMENT ACTIVITIES EMPHASIZE THE IMPORTANCE OF CHAPTER CONTENT. This activity briefly introduces key topics and concepts that students are about to study throughout the chapter. Each activity not only engages students, but also connects the concepts they are learning to their personal and professional lives as well as the world around them.

本書特色

●FULL SUITE OF TEACHING AND LEARNING SUPPLEMENTS SUPPORTS THIS EDITION. Resources include a test bank with more than 4,000 questions categorized by objective, difficulty level, Bloom's taxonomy and AACSB and Rubin/Dierdorff requirements. This edition also offers an updated Instructor's Manual with detailed lecture outlines, collaborative learning exercises, answers to end-of-chapter questions and a media guide as well as engaging PowerPoint® presentations.
●MARKETING ANALYTICS MODULE INTRODUCES THIS EMERGING, CRITICAL AREA OF MARKETING TODAY. This module and corresponding Excel assignments introduce marketing analytics and help students conceptualize marketing analytics at work in the real world. Students learn to work with Excel Online, one of marketing’s newest tools used to conduct marketing analytics. Special assignments are algorithmically generated, offering countless possibilities for each question. Students do not need Excel on their computers to complete assignments, and special support assists you in incorporating assignments into your course.
●ONLINE SUITE OF STUDENT ASSESSMENT SOLUTIONS ENHANCES STUDENT UNDERSTANDING OF COURSE MATERIAL. By evaluating student progress and comprehension in real-time as students advance through your course, you are able to better manage classes and organize assignments. MindTap digital resources enable you to track student progress using a variety of platforms.
●SELF-QUIZZES AND ASSESSMENT CHECKS LET STUDENTS EVALUATE THEIR OWN UNDERSTANDING. These helpful self-assessment tools at the conclusion of each chapter and at the end of each text section allow students to quickly evaluate their learning and identify any areas in need of further reinforcement.
●ONLINE SUITE OF STUDENT ASSESSMENT SOLUTIONS ENHANCES STUDENT UNDERSTANDING OF COURSE MATERIAL. By evaluating student progress and comprehension in real-time as students advance through your course, you are able to better manage classes and organize assignments. MindTap digital resources enable you to track student progress using a variety of platforms.

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.

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.