Contemporary Marketing (11th Edition)

Author: (USA) Boone (Boone/L.E.) et al. / Zhao Yinde et al.
Publisher:
Publish Date: 2005-05-01
Features: This book was awarded the prestigious McGuffey Excellence in Textbook Award; It is the best-selling introductory marketing textbook in the United States; It is regarded as a benchmark for overall quality by peers; It has received several titles: A marketing textbook designed for students, not professors, with a clear and concise writing style that is easy for students to understand and appreciate; A marketing textbook based on marketing research and created according to actual teaching methods; A marketing textbook that integrates computer applications (later expanded to include internet exercises) into every chapter; A marketing textbook that employs extended teaching methods, such as opening cases and feature stories, to bring exciting marketing concepts and issues to life; A marketing textbook that dedicates an entire chapter to discussing relationship marketing and customer relationship management; A marketing textbook that explores the emerging trend of category management in product management and includes the term "category management" as part of the title of Chapter 12.
Features of this edition: Expanded research on marketing ethics; Discusses recent events and their impact on marketing, such as SARS; Emphasizes strategic thinking.
The book consists of 19 chapters, divided into 8 parts, introducing contemporary marketing environments, successful marketing techniques, marketing plans, information and market segmentation, customer behavior, product strategies, distribution strategies, sales and promotion strategies, and pricing strategies. Each chapter concludes with exercises corresponding to the key concepts introduced in that chapter. The appendix at the end of the book provides 27 cases and introduces an important topic—"Marketing Careers."
The authors have created many writing features, including columns such as "Successful Marketing Strategies," "Failed Marketing Strategies," and "Resolving Ethical Controversies." Additionally, the authors place great emphasis on the application of computer technology and "associative thinking" in marketing learning. The clear and concise content and writing style make this book one of the best-selling introductory marketing textbooks in the United States.