Contemporary Marketing

Author: (USA) Louis E. Boone
Publisher:
Publish Date: 2003-08-01
Features: This book is one of the best-selling introductory marketing textbooks in the United States and has received several honors:
A marketing textbook written specifically for students, not professors or scholars, with a clear and concise style that makes it easy and enjoyable for students to understand.
A marketing textbook that utilizes associative teaching methods, such as using columns to introduce real-world marketing cases, aiming to make exciting marketing concepts and issues come alive.
A marketing textbook that consistently emphasizes technology and application, with technology themes integrated throughout the book: opening introductions for each chapter, real-life stories in columns, self-assessment questions, thought questions, online exercises at the end of each chapter, and case studies at the end of the book.
The main body of the book consists of 19 chapters, divided into 8 parts, covering contemporary marketing environments, successful marketing operational techniques, marketing plans, information and market segmentation, customer behavior, product strategies, distribution strategies, sales promotion strategies, and pricing strategies. Each chapter concludes with exercises corresponding to the key knowledge points introduced in that chapter. The appendix at the end of the book provides 27 case studies and also introduces 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. Its clear and concise content and style make this book one of the best-selling introductory marketing textbooks in the United States.