Products often begin their lives as something extraordinary and as they grow they continue to evolve. The most successful products in the marketplace are those that know their strengths and have branded and marketed those strengths to form a passionate emotional connection with loyal users and relationships with new users every step of the way. In CONTEMPORARY MARKETING, 13e, students will find a text that includes everything they need to know in order to begin a marketing career, as well as things that will help them understand how to look at their own studies and their own careers as a marketing adventure. All the components of the marketing mix are included along with a lot of other compelling and thought-provoking ideas and concepts. Since its first edition, CONTEMPORARY MARKETING continues to showcase the foundations of marketing principles while featuring the newest trends and research in the discipline.
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Book Description
Editorial Reviews
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 on 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. Kurtz and his wife live in Rogers, Arkansas, where he holds a university professorship at the University of Arkansas in nearby Fayetteville.
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 & 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.
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 & 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.
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2.0 out of 5 stars
A classic example of biting off too much,
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This review is from: Contemporary Marketing (Hardcover)
"They wanted to write a book that wasn't an encyclopedia." So says the authors, and boy did they fail.
This book attempts to cover WAY too much material in its 650 odd pages. Here's an example from someone whose field is economics. In less than two pages this book introduces the following: variable cost, average total cost, marginal cost, fixed costs, price elasticity, determinants of elasticity (which they absolutely botch), and optimal output via merger of Marginal Revenue and Marginal Cost (with the four curves associated therein all plotted at once). WOW! Who knew that economics was so easy? Two pages to explain what most economic textbooks can't do in less than two full chapters. Most chapters run around twenty-five to twenty-eight or so pages in length and introduce somewhere around forty new vocabulary terms each; an astonishing amount of slam-and-jam style learning. This book needs one of two things to happen: either it needs to double in length in order to discuss the truck loads of terminology it deems necessary to learn marketing; or it needs to focus on far fewer topics.
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Wrong book sent said he would correct never returned emails would never order from again
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Excellent Product !,
This review is from: Contemporary Marketing (Hardcover)
This was an excellent product at a much lower price than from other sources. It arrived as described and on time.
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Inside This Book
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Key Phrases - Statistically Improbable Phrases (SIPs):
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promotional decisions, target market selection, integrated marketing communications, direct marketers, contemporary marketing, pricing concepts, brain group, tastefully simple, multidomestic marketing strategy, nonpersonal selling, five pricing objectives, written video case, independent wholesaling intermediaries, national account selling, price theory concepts, sales results test, routinized response behavior, retail convergence, pulling strategy, global pricing strategies, ofa brand, business portfolio analysis, foreign marketers, downstream management, physical distribution functions Key Phrases - Capitalized Phrases (CAPs): (learn more)
Thomson Learning, All Rights Reserved, United States, Second City, Blue Sky, Briefly Speaking, Designing Customer-Oriented Marketing Strategies, Best Buy, Census Bureau, Distribution Decisions, Burger King, New York, Internet Web, Pricing Decisions, Product Decisions, The Outcome, European Union, Strategic Implications of Marketing, The Strategy, Home Depot, The Challenge, Marketing Success, American Express, Ethical Controversy, Super Bowl Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Surprise Me!
promotional decisions, target market selection, integrated marketing communications, direct marketers, contemporary marketing, pricing concepts, brain group, tastefully simple, multidomestic marketing strategy, nonpersonal selling, five pricing objectives, written video case, independent wholesaling intermediaries, national account selling, price theory concepts, sales results test, routinized response behavior, retail convergence, pulling strategy, global pricing strategies, ofa brand, business portfolio analysis, foreign marketers, downstream management, physical distribution functions Key Phrases - Capitalized Phrases (CAPs): (learn more)
Thomson Learning, All Rights Reserved, United States, Second City, Blue Sky, Briefly Speaking, Designing Customer-Oriented Marketing Strategies, Best Buy, Census Bureau, Distribution Decisions, Burger King, New York, Internet Web, Pricing Decisions, Product Decisions, The Outcome, European Union, Strategic Implications of Marketing, The Strategy, Home Depot, The Challenge, Marketing Success, American Express, Ethical Controversy, Super Bowl Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Surprise Me!
Citations (learn more)
32
books
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- Essentials of Media Planning by Arnold M. Barban on page 8, page 30, and page 51
- Automotive Quality Systems Handbook, Second Edition: ISO/TS 16949:2002 Edition by David Hoyle on page 492, Back Matter (1), and Back Matter (2)
- The Marketing Era: From Professional Practice to Global Provisioning by Kalman Applbaum on page 26, page 49, and Back Matter
- ISO 9000 Quality Systems Handbook, Fifth Edition by David Hoyle on page 482, Back Matter (1), and Back Matter (2)
- Aktuelle Entwicklungen im Finanzdienstleistungsbereich: 3. Liechtensteinisches Finanzdienstleistungs-Symposium an der Fachhochschule Liechtenstein (German Edition) by Stephan Geberl on page 121, and page 134
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