000 | 02441cam a2200385 i 4500 | ||
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001 | 17446001 | ||
003 | OSt | ||
005 | 20211129160832.0 | ||
008 | 120829s2014 at a b 001 0 eng | ||
010 | _a 2012948255 | ||
020 | _a9781133628460 | ||
020 | _a113362846X | ||
040 |
_aDLC _beng _erda _cLC _dDLC |
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042 | _apcc | ||
050 | 0 | 0 | _aHF5415.K84(16e) |
100 | 1 | _aKurtz, David L | |
245 | 1 | 0 |
_aBoone & Kurtz Contemporary marketing. / _cDavid L. Kurtz. |
250 | _a16th ed. | ||
264 | 1 |
_aMason, OH: _bSouth-western Cengage Learning, _c2014. |
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300 |
_axxxiii, (various paging): _billustrations ; _c29 cm |
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336 |
_atext _btxt _2rdacontent |
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337 |
_aunmediated _bn _2rdamedia |
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338 |
_avolume _bnc _2rdacarrier |
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504 | _aIncludes bibliographical references and index. | ||
505 | _aContents: 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 -- | ||
650 | 0 | _aMarketing. | |
700 | _qBoone, Louis E. | ||
856 | 4 | 2 |
_3Contributor biographical information _uhttp://www.loc.gov/catdir/enhancements/fy1318/2012948255-b.html |
856 | 4 | 2 |
_3Publisher description _uhttp://www.loc.gov/catdir/enhancements/fy1318/2012948255-d.html |
856 | 4 | 1 |
_3Table of contents only _uhttp://www.loc.gov/catdir/enhancements/fy1318/2012948255-t.html |
906 |
_a7 _bcbc _corigres _d2 _encip _f20 _gy-gencatlg |
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942 |
_2lcc _cBK |
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999 |
_c8160 _d15660 |