Contemporary Marketing

Author: Boone
Publisher:
Publish Date: 2004-01-01
Features: The various editions of Contemporary Marketing co-authored by Boone and Krutz have always been an important introductory textbook in marketing. In each edition, this elite author team has improved and innovated upon previous innovations, making this textbook technically the most advanced, highly student-friendly, and very beneficial for instructors. The 11th edition continues to provide the most up-to-date content, including events that occurred in the year before the book was published, such as the economic recession, the terrorist attacks of September 11 in the United States, and the Enron scandal, which represents moral crises. Given that students need to deeply understand the impact of these events on marketing, the authors have integrated this content throughout the new edition. The changes to this edition are so significant that it is more like a completely new textbook rather than just a revised one.