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Kurtz, David L

Boone & Kurtz Contemporary marketing. / David L. Kurtz. - 16th ed. - xxxiii, (various paging): illustrations ; 29 cm

Includes bibliographical references and index.

Contents: 1. Designing customer-oriented marketing strategies: Marketing: the art and science of satisfying customers -- Strategic planning in contemporary marketing -- The marketing environment, ethics, and social responsibility -- Social media: living in the connected world -- E-Business: managing the customer experience -- 2. Understanding buyers and markets: Consumer behavior -- Business-to-business (B2B) marketing -- Global marketing -- 3. Target market selection: Market segmentation, targeting and positioning -- Marketing research and sales forecasting -- Relationship marketing and customer relationship management(CRM) -- 4. Product decisions: Product and service strategies -- Developing and managing brand and product categories -- 5. Distribution decisions: Marketing channels and supply chain management -- Retailers, wholesalers and direct marketers -- 6. Promotional decisions: Integrated marketing communications, advertising and public relations -- Personal selling and sales promotion -- 7. Pricing decisions: Pricing concepts -- Pricing strategies --

ISBN: 9781133628460 113362846X

LCCN: 2012948255

Subjects--Topical Terms:
Marketing.

LC Class. No.: HF5415.K84(16e)