Kurtz, David L.,
Principles of contemporary marketing / David L. Kurtz. - 14th edition ; International edition. - China : South-Western Cengage Learning, c2010. - xxxii, 670 pages : colored illustrations ; 27 pages.
Includes glossary and index.
Contents: Part 1 Designing customer-oriented marketing strategies — Part 2 Understanding buyers and markets — Part 3 Target market selection — Part 4 Product decisions — Part 5 Distribution decisions — Part 6 Promotional decisions — Part 7 Pricing decisions.
"Products often begin their lives as something extraordinary, and as they grow they continue to evolve. The mast successful products in the marketplace are those that know their strengths and have branded and marketed those strengths to form a passionate emotional connection with loyal users and relationships with new users every step of the way. Just like the very best brands in the business world, Kurtz & Boone, Principles of Contemporary Marketing, continues to evolve, both as a product and as a brand. This 14th edition of Principles of Contemporary Marketing continues to develop and grow with new cases and examples, as well as a new emphasis on Green Marketing. As with every good brand, though, the patterns of innovation and excellence established at the beginning remain steadfast. The goals and standards of Kurtz& Boone, Principles of Contemporary Marketing, remain intact and focused on excellence, as always. I present to you a text and supplement package that will not only show you why weve been the standard-bearer for so long but also prove to YOU and your STUDENTS why Kurtz & Boone remains... IN A CLASS BY MSELF!" —Preface
Adult
Text in English
9780324828085 [paperback]
Contemporary marketing.
Principles of contemporary marketing / David L. Kurtz. - 14th edition ; International edition. - China : South-Western Cengage Learning, c2010. - xxxii, 670 pages : colored illustrations ; 27 pages.
Includes glossary and index.
Contents: Part 1 Designing customer-oriented marketing strategies — Part 2 Understanding buyers and markets — Part 3 Target market selection — Part 4 Product decisions — Part 5 Distribution decisions — Part 6 Promotional decisions — Part 7 Pricing decisions.
"Products often begin their lives as something extraordinary, and as they grow they continue to evolve. The mast successful products in the marketplace are those that know their strengths and have branded and marketed those strengths to form a passionate emotional connection with loyal users and relationships with new users every step of the way. Just like the very best brands in the business world, Kurtz & Boone, Principles of Contemporary Marketing, continues to evolve, both as a product and as a brand. This 14th edition of Principles of Contemporary Marketing continues to develop and grow with new cases and examples, as well as a new emphasis on Green Marketing. As with every good brand, though, the patterns of innovation and excellence established at the beginning remain steadfast. The goals and standards of Kurtz& Boone, Principles of Contemporary Marketing, remain intact and focused on excellence, as always. I present to you a text and supplement package that will not only show you why weve been the standard-bearer for so long but also prove to YOU and your STUDENTS why Kurtz & Boone remains... IN A CLASS BY MSELF!" —Preface
Adult
Text in English
9780324828085 [paperback]
Contemporary marketing.