TY  - BOOK
AU  - Kurtz,David L
AU  - 
TI  - Boone & Kurtz Contemporary marketing.
SN  - 9781133628460
AV  - HF5415.K84(16e) 
PY  - 2014///
CY  - Mason, OH
PB  - South-western Cengage Learning
KW  - Marketing
N1  - 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 --
UR  - http://www.loc.gov/catdir/enhancements/fy1318/2012948255-b.html
UR  - http://www.loc.gov/catdir/enhancements/fy1318/2012948255-d.html
UR  - http://www.loc.gov/catdir/enhancements/fy1318/2012948255-t.html
ER  -