Contemporary Marketing (10th Edition) (10th Edition)

Author: Louis E. Boone
Publisher:
Publish Date: 2003-08-01
Features: A series of translated marketing textbooks. This book consists of 19 chapters, divided into 8 parts, which introduce the contemporary marketing environment, successful marketing management techniques, marketing plans, information and market segmentation, customer behavior, product strategies, distribution strategies, sales promotion strategies, and pricing strategies. Each chapter ends with exercises that correspond to the key knowledge points covered in that chapter. The appendix at the end of the book introduces 27 cases and also covers an important topic—"Marketing Careers." The author has created many writing features, including columns such as "Successful Marketing Strategies," "Failed Marketing Strategies," and "Resolving Ethical Disputes." Additionally, the author places great emphasis on the application of computer technology and " Associative Thinking" in marketing learning. The book's clear and concise content and writing style make it one of the best-selling introductory marketing textbooks in the United States.