Contemporary Marketing

David L. Kurtz, Louis Boone

700 pages, parution le 29/11/2005 (12^eme édition)

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Résumé

Principles oF Marketing by Boone and Kurtz has proven to be the premier principles of marketing text and package since the first edition. With each edition, this best selling author team builds and improves upon past innovations, creating the most technologically advanced, student friendly, instructor supported text available. The twelfth edition continues to provide the most current and up-to-date content by including the most current coverage of topics such as one-to-one marketing, strategic planning, guerilla marketing, customer relationship management, and much more.

Sommaire

Prologue: Planning a Career in Marketing
Designing Customer-Oriented Marketing Strategies
- Marketing: Creating Satisfaction through Customer Relationships
- Strategic Planning and the Marketing Process
- Appendix A: Creating an Effective Marketing Plan
- The Marketing Environment, Ethics, and Social Responsibility
- E-Commerce: Marketing in the Digital Age
Understanding Buyers And Markets
- Consumer Behavior
- Business-to-Business (B2B) Marketing
- Serving Global Markets
Target Market Selection
- Managing Marketing Information
- Market Segmentation, Targeting, and Positioning
- Relationship Marketing, Customer Relationship Management (CRM), and One-to-One Marketing
Product Decisions
- Product and Service Strategies
- Category and Brand Management, Product Identification, and New-Product Planning
Distribution Decisions
- Marketing Channels, Logistics, and Supply Chain Management
- Direct Marketing and Marketing Resellers: Retailers and Wholesalers
Promotional Decisions
- Integrated Marketing Communications
- Advertising and Public Relations
- Personal Selling and Sales Promotion
Pricing Decisions
- Pricing Concepts and Approaches
- Pricing Strategies
- Appendix: Financial Analysis in Marketing

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Thomson
Auteur(s)	David L. Kurtz, Louis Boone
Parution	29/11/2005
Édition	12^eme édition
Nb. de pages	700
Format	23 x 27,5
Couverture	Broché
Poids	1610g
Intérieur	Quadri
EAN13	9780324323795
ISBN13	978-0-324-32379-5