contemporary marketing 15th

[...]... Ethical Issues in Marketing 84 Ethics in Marketing Research 86 | Ethics in Product Strategy 87 | Ethics in Distribution 87 | Ethics in Promotion 87 | Ethics in Pricing 88 Social Responsibility in Marketing 89 Marketing s Responsibilities 89 | Marketing and Ecology 90 Strategic Implications of Marketing in the 21st Century 93 Review of Chapter Objectives 93 Assessment Check: Answers 94 | Marketing Terms... Behavior 120 The Digital World 103 E-Business and E -Marketing 104 Opportunities of E -Marketing 105 | Web Business Models 107 B2B E -Marketing 108 Proprietary B2B Transactions 108 | E-Procurement on Open Exchanges 109 B2C E -Marketing 109 Electronic Storefronts 110 | Benefits of B2C E -Marketing 111 | Online Buyers and Sellers 112 Challenges in E-Business and E -Marketing 113 Safety of Online Payment 113 | Privacy... VIGNETTE Polaris Marketing Research Shows the Way 238 SOLVING AN ETHICAL CONTROVERSY Looking into Census Bureau Spending on Advertising 249 MARKETING SUCCESS Mapping the Market 252 CAREER READINESS Planning Effective Online Surveys 257 Marketing Research and Sal Sales Forecasting 238 3 The Marketing Research Function 240 Development of the Marketing Research Function 240 | Who Conducts Marketing Research?... Segments 298 Strategies for Reaching Target Markets 298 Undifferentiated Marketing 299 | Differentiated Marketing 299 | Concentrated Marketing 299 | Micromarketing 300 Selecting and Executing a Strategy 300 Strategic Implications of Marketing in the 21st Century 302 Review of Chapter Objectives 302 Assessment Check: Answers 303 | Marketing Terms You Need to Know 304 | Assurance of Learning Review 304... 412 CAREER READINESS Anatomy of a Successful Sales Call 418 MARKETING SUCCESS The Amazing Amazon 430 SOLVING AN ETHICAL CONTROVERSY Guns on the High Seas? 437 Marketing Channels and Supply Chain upp y h Management 412 5 The Role of Marketing Channels in Marketing Strategy 415 Types of Marketing Channels 416 Direct Selling 416 | Channels Using Marketing Intermediaries 418 | Dual Distribution 419 | Reverse... Types of Promotion 503 Sponsorships 504 How Sponsorship Differs from Advertising 504 Direct Marketing 505 Direct Marketing Communications Channels 506 | Direct Mail 506 | Catalogs 506 | Telemarketing 507 | Direct Marketing via Broadcast Channels 508 | Electronic Direct Marketing Channels 508 | Other Direct Marketing Channels 509 Developing an Optimal Promotional Mix 509 Nature of the Market 510 | Nature... Kurtz, Contemporary Marketing, continues to evolve, both as a product and as a brand This 15th edition of Contemporary Marketing continues to develop and grow with new cases and examples, as well as a new emphasis on Sustainability As with every good brand, though, the patterns of innovation and excellence established at the beginning remain steadfast The goals and standards of Boone & Kurtz, Contemporary. .. How Boone & Kurtz’s Contemporary Marketing Evolved into the Leading Brand in the Market For more than three decades, Contemporary Marketing has provided the latest in content and pedagogy Our current editions have long been the model for our competitors’ next editions Consider Boone & Kurtz’s proven record of providing instructors and students with pedagogical firsts: • Contemporary Marketing was the... firsts: • Contemporary Marketing was the first introductory marketing text written specifically for the student—rather than the instructor—featuring a conversational style that students readily understand and enjoy • Contemporary Marketing has always been based on marketing research, written the way instructors actually teach the course • Contemporary Marketing has always employed extensive pedagogy—such... customize lively lecture presentations • Contemporary Marketing received the William Holmes McGuffey Award for Excellence and Longevity, a testament to its many contributions to the field of marketing Sustainability In addition to a continuing commitment to focus on brand evolution, this new edition of Contemporary Marketing takes a hard look at an important new topic in the marketing Copyright 2010 Cengage . Marketing 16 Person Marketing 17 | Place Marketing 17 | Cause Marketing 18 | Event Marketing 19 | Organization Marketing 20 From Transaction-Based Marketing to Relationship Marketing 20 Using. Customer-Oriented Marketing Strategies 1 Chapter 1 Marketing: The Art and Science of Satisfying Customers 2 Chapter 2 Strategic Planning in Contemporary Marketing 34 Chapter 3 The Marketing Environment,. 13 Avoiding Marketing Myopia 13 Extending the Traditional Boundaries of Marketing 14 Marketing in Not-for-Profit Organizations 14 | Characteristics of Not-for-Profit Marketing 15 Nontraditional Marketing