Synopses & Reviews
Boone and Kurtz?s Contemporary Marketing has proved to be the premier introduction to marketing text and package, edition after 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 eleventh edition continues to provide the most current and up-to-date content by including coverage on the events over the past year, such as the recession, the terrorist attacks on America, and coverage on the ethical disasters such as the Enron scandal. Realizing that students need a solid understanding of how these events apply to marketing the authors integrate this content throughout the new edition. The changes to this edition are so significant, that this new edition is more like a new text than just a revision.
About the Author
For the past 35 years, Louis E. Boone and David L. Kurtz have pursued distinguished academic careers. Each has taught at a number of major U.S. and foreign universities and the two have collaborated in writing best-selling books. Their publications have been translated into Chinese, French, Indonesian, Italian, Polish, Portuguese, and Spanish. They have lectured extensively throughout North America, Europe, Asia and Australia. Boone and his wife live in Mobile, Alabama, where he is an emeritus professor of business at the University of South Alabama and where his collection of Barbizon art, among the finest in the United States, is now part of the permanent collection of the Mobile Museum of Art.David L. Kurtz has taught at a number of major U.S. and foreign universities, and collaborated on writing best-selling books with Louis E. Boone. Their publications have been translated into Chinese, French, Indonesian, Italian, Polish, Portuguese, and Spanish. Kurtz has lectured extensively throughout North America, Europe, Asia, and Australia. He and his wife live in Rogers, Arkansas, where he holds a university professorship at the University of Arkansas in nearby Fayetteville. Fortunately, four years at Davis and Elkins College in Elkins, West Virginia, turned him around. Excellent instructors helped get Dave on a sound academic footing. His grade point average soared--enough to get him accepted by the graduate business school at the University of Arkansas, where he met Gene Boone. Gene and Dave became longtime co-authors; together they have produced more than 50 books. In addition to writing, Dave and Gene have been partners in several entrepreneurial ventures. Today, Dave is back teaching at the University of Arkansas after tours of duty in Ypsilanti, Michigan; Seattle, Washington; and Melbourne, Australia. He is the proud grandfather of five "perfect" kids and a sportsman with a golf handicap too high to mention. Dave, his wife, Diane, and four demanding canine companions (Daisy, Lucy, Molly, and Sally) live in Rogers, Arkansas. Dave also holds a distinguished professorship at the Sam M. Walton College of Business in nearby Fayetteville, home of the Arkansas Razorbacks.
Table of Contents
PART ONE: DESIGNING CUSTOMER-ORIENTED MARKETING STRATEGIES 1. Customer-Driven Marketing 2. Strategic Planning and the Marketing Process 3. The Marketing Environment, Ethics, and Social Responsibility 4. Global Dimensions of Marketing PART TWO: MANAGING TECHNOLOGY AND INFORMATION TO ACHIEVE MARKETING SUCCESS 5. E-Commerce: Electronic Marketing and the Internet for Dot.com and Brick-and-Mortar Marketers 6. Relationship Marketing and Customer Relationship Management (CRM) 7. Marketing Research, Decision-Support Systems, and Sales Forecasting PART THREE: MARKET SEGMENTATION AND CUSTOMER BEHAVIOR 8. Market Segmentation, Targeting and Positioning 9. Consumer Behavior 10. Business-to-Business (B2B) Marketing PART FOUR: PRODUCT STRATEGY 11. Product Strategies 12. Category and Brand Management, Product Identification, and New-Product Planning PART FIVE: PRICING STRATEGY 13. Price Determination 14. Managing the Pricing Function PART SIX: DISTRIBUTION STRATEGY 15. Marketing Channels, Logistics, and Supply Chain Management 16. Direct Marketing and Marketing Resellers: Retailers and Wholesalers PART SEVEN: PROMOTIONAL STRATEGY 17. Integrated Marketing Communications 18. Advertising, Sales Promotion, and Public Relations 19. Personal Selling and Sales-Force Management Appendix A: Developing a Marketing Plan Appendix B: Financial Analysis in Marketing