eBook[PDF]

Contemporary Marketing 20th Edition By Louis Boone, David Kurtz

$30.00

✓ Secure checkout

✓ Instant digital download

✓ PDF document

Document details

Pages: 434
File size: 12.56 MB
Format: Digital PDF
Course: Education
Category: eBook[PDF]

About this ebook

The Contemporary Marketing 20th Edition By Louis Boone, David Kurtz topics covered

The 20th Edition of Contemporary Marketing by Louis E. Boone and David L. Kurtz provides a comprehensive introduction to foundational and modern marketing principles. Published by Cengage Learning, this edition features an updated format focusing on practical skill development and incorporates contemporary real-world case studies like Meta, Simon Property Group, and Misfit Market. [1, 2, 3]

The book is structurally divided into parts that cover the traditional marketing mix (the 4 Ps) alongside modern digital components: [1, 2]

1. Designing Customer-Oriented Marketing Strategies

Foundations of Marketing: Understanding how marketing creates customer satisfaction and builds long-term customer relationships.
Strategic Planning: Exploring the marketing planning process, setting objectives, and assessing the competitive landscape.
The Marketing Environment: Analyzing external forces including economic, political, legal, and technological factors, alongside marketing ethics and social responsibility.
Digital & E-Commerce Marketing: Managing data, online consumer behavior, and e-commerce platforms. [1]

2. Understanding Buyers and Markets

Consumer Behavior: Evaluating why individuals buy, their decision-making processes, and psychological/social influences.
Business-to-Business (B2B) Marketing: Analyzing corporate purchasing, organizational markets, and buyer-seller relationships.
Global Marketing: Serving international markets, expanding globally, and adapting strategies for different cultures and economies. [1]

3. Target Market Selection

Marketing Research: Designing research methodologies, gathering data, and leveraging decision support systems and sales forecasting.
Market Segmentation, Targeting, & Positioning: Dividing broad consumer populations into specific target groups and framing a product's unique value.
Customer Relationship Management (CRM): Cultivating relationship marketing and one-to-one marketing initiatives. [1]

4. Core Marketing Mix Decisions

Product Strategies: Managing product lines, service offerings, brand identification, and new-product development pipelines.
Distribution & Supply Chain (Place): Overseeing logistics, retail channels, and wholesale networks.
Integrated Marketing Communications (Promotion): Orchestrating advertising, public relations, personal selling, sales promotions, and emerging digital/social media formats.
Pricing Concepts: Formulating pricing models, evaluating demand, and implementing market-driven pricing strategies. [1]