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- Full title: Contemporary Marketing, 19th Edition
- Edition: 19th
- Copyright year: 2022
- Publisher: Cengage Learning
- Author: Louis E. Boone; David L. Kurtz
- ISBN: 9780357641651, 9780357641651
- Format: PDF
Description of Contemporary Marketing, 19th Edition:
Reimagine a practically focused and timely introduction to the foundations of marketing today with the innovative approach found in Boone/Kurtz’s best-selling CONTEMPORARY MARKETING, 19E. This edition focuses on application-based learning with streamlined content that highlights real skills that marketing professionals use on a regular basis. Rather than introducing an overly broad array of topics, this edition thoroughly explores today’s most relevant and important concepts, research and best practices, including marketing analytics and the career readiness skills most important for student success. As a result of this practical approach, students learn more in less time. Memorable opening and closing examples for each section further advance learning objectives and demonstrate concepts in action to increase comprehension and retention of key concepts, while a wealth of applications further prepare students to become effective marketers.Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.
Table of Contents of Contemporary Marketing, 19th Edition PDF ebook:
Brief ContentsContentsPrefacePart 1: Designing Customer-Oriented Marketing StrategiesChapter 1: Marketing: The Art and Science of Satisfying Customers1.1: What is Marketing?1.2: Elements of Marketing Strategy1.3: Five Eras of Marketing History1.4: From Transaction-Based Marketing to Relationship Marketing1.5: Categories of Marketing1.6: Eight Functions of Marketing Physical Goods1.7: Analyzing Marketing StrategyChapter SummaryKey TermsChapter 2: Strategic Planning in Contemporary Marketing2.1: Marketing Planning: The Basis for Strategy and Tactics2.2: Marketing Plan Components2.3: Industry Structure and Competition2.4: SWOT Analysis2.5: Portfolio Analysis-A Planning Tool2.6: Using SWOT Analysis and BCG Matrix2.7: Learn it Today . . . Use it TomorrowChapter SummaryKey TermsChapter 3: The Marketing Environment, Ethics, and Social Responsibility3.1: The Marketing Environment3.2: The Competitive Environment3.3: The Political-Legal Environment3.4: Types of Regulatory Forces3.5: The Economic Environment3.6: The Technological Environment3.7: The Social-Cultural Environment3.8: Ethical Issues in Marketing3.9: Social Responsibility3.10: Learn it Today . . . Use it TomorrowChapter SummaryKey TermsChapter 4: E-Business: Managing the Customer Experience4.1: Opportunities Offered by Digital Marketing4.2: E-Business in the B2B Market4.3: Benefits of Shopping Online4.4: Challenges Faced by Online Marketers and Consumers4.5: Factors That Influence E-Commerce Success4.6: Assessing the Effectiveness of an E-Commerce Site4.7: Optimizing the Effectiveness of an E-Commerce Site4.8: Learn it Today . . . Use it TomorrowChapter SummaryKey TermsChapter 5: Social Media: Living in the Connected World5.1: What is Social Media?5.2: Social Media Platforms5.3: How Consumers Use Social Media5.4: Goals of a Social Media Marketing Campaign5.5: Monitoring and Measuring Social Media Marketing5.6: Creating Effective Social Media Content5.7: Ethics in Social Media5.8: Launching and Measuring a Social Media Campaign5.9: Learn it Today . . . Use it TomorrowChapter SummaryKey TermsPart 2: Understanding Buyers and MarketsChapter 6: Consumer Behavior6.1: Influences Affecting Consumer Behavior6.2: The Consumer Decision Process6.3: How Involvement Level Affects Consumer Decisions6.4: Social Factors Influencing Consumer Behavior6.5: Psychological Factors Influencing Consumer Behavior6.6: Situational Factors Influencing Consumer Behavior6.7: Identifying Influences on Consumer Behavior6.8: Learn it Today . . . Use it TomorrowChapter SummaryKey TermsChapter 7: Business Markets and Buying Behavior7.1: Nature of the Business Market7.2: Categories of Business Markets7.3: Segmenting B2B Markets7.4: The Business Buying Process7.5: The Organizational Buying Process7.6: Buying Center Roles7.7: Learn it Today . . . Use it TomorrowChapter SummaryKey TermsChapter 8: Global Marketing8.1: Global Marketing8.2: Multinational Economic Integration8.3: The International Marketing Environment8.4: Strategies for Entering Foreign Markets8.5: Marketing Mix Strategies8.6: Determining a Market Entry Strategy8.7: Learn it Today . . . Use it TomorrowChapter SummaryKey TermsPart 3: Target Market SelectionChapter 9: Market Segmentation, Targeting, and Positioning9.1: Types of Market9.2: Criteria for Effective Market Segmentation9.3: Geographic Segmentation9.4: Demographic Segmentation9.5: Psychographic Segmentation9.6: Behavioral Segmentation9.7: Strategies for Reaching Target Markets9.8: Positioning Strategies and Value Propositions9.9: Classifying Segmentation Variables9.10: Learn it Today . . . Use it TomorrowChapter SummaryKey TermsChapter 10: Marketing Research10.1: The Marketing Research Process10.2: Secondary Data Collection10.3: Primary Research Methods10.4: Conducting International Market Research10.5: Technology in Marketing Research10.6: Classifying Data as Primary or Secondary10.7: Learn it Today . . . Use it TomorrowChapter SummaryKey TermsPart 4: Product DecisionsChapter 11: Product and Branding Concepts11.1: What are Goods and Services?11.2: Types of Consumer Products11.3: Types of Business Products11.4: Managing Brands for Competitive Advantage11.5: Protecting Brand Identity11.6: Types of Brand Strategies11.7: Organizing Brands and Products11.8: Three Major Objectives of Packaging11.9: Learn it Today . . . Use it TomorrowChapter SummaryKey TermsChapter 12: Developing and Managing Products12.1: Strategies for New Product Development12.2: The New Product Development Process12.3: New Product Adoption12.4: The Product Lifecycle12.5: Marketing Across the Product Lifecycle12.6: The Product Mix12.7: Quality as a Product Strategy12.8: Learn it Today . . . Use it TomorrowChapter SummaryKey TermsPart 5: Pricing DecisionsChapter 13: Pricing Concepts13.1: Foundations of Pricing Strategy13.2: Pricing Objectives13.3: Calculating Markup and Margin13.4: Fixed and Variable Costs13.5: Breakeven Analysis13.6: The Cost-Volume-Profit Relationship13.7: Applying Breakeven Analysis13.8: Learn it Today . . . Use it TomorrowChapter SummaryKey TermsChapter 14: Pricing Strategies14.1: How Price Affects Demand14.2: Forecasting Demand14.3: Pricing Strategies14.4: Pricing Tactics14.5: Price and Perception of Quality14.6: Pricing and the Law14.7: Learn it Today . . . Use it TomorrowChapter SummaryKey TermsPart 6: Distribution DecisionsChapter 15: Distribution Channels and Supply Chain Management15.1: What are the Four Distribution Channels?15.2: Functions of Intermediaries15.3: Selecting Distribution Channels15.4: Components of the Supply Chain15.5: Key Priorities of Warehousing and Storage15.6: Modes of Transportation15.7: Accomplishing the Priorities of a Supply Chain15.8: Learn it Today . . . Use it TomorrowChapter SummaryKey TermsChapter 16: Retailing and Direct Marketing16.1: Retailing in the United States16.2: Retailing Strategy16.3: Strategic Considerations for Retail Strategy16.4: Categorizing Retailers16.5: Direct Marketing and Nonstore Retailing16.6: Determining an Effective Retail Strategy for Manufacturers16.7: Learn it Today . . . Use it TomorrowChapter SummaryKey TermsPart 7: Promotional DecisionsChapter 17: Integrated Marketing Communications, Advertising, and Public Relations17.1: Integrated Marketing Communications17.2: The Communication Process17.3: The Objectives of Promotion17.4: Advertising Appeals17.5: Media Selection and Scheduling17.6: Public Relations17.7: Promotional Mix Effectiveness17.8: Learn It Today . . . Use It TomorrowChapter SummaryKey TermsChapter 18: Personal Selling and Sales Promotion18.1: Personal Selling18.2: The Four Sales Channels18.3: The Sales Process and AIDA Concept18.4: The Sales Process18.5: Sales Management Functions18.6: Sales Promotion18.7: Effective Promotional Tactics18.8: Learn it Today . . . Use it TomorrowChapter SummaryKey TermsAppendix A: Developing an Effective Marketing PlanAppendix B: Financial Analysis in MarketingNotesGlossaryName & Company IndexSubject Index