000 02441cam a2200385 i 4500
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
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.
300 _axxxiii, (various paging):
_billustrations ;
_c29 cm
336 _atext
_btxt
_2rdacontent
337 _aunmediated
_bn
_2rdamedia
338 _avolume
_bnc
_2rdacarrier
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
942 _2lcc
_cBK
999 _c8160
_d15660