Contemporary Marketing

Now on its 15th revision, Contemporary Marketing has built a strong pedagogical foundation for teaching the basic principles of marketing. This bestselling book from Louis Boone and David Kurtz offers an innovative study solution for marketing, with its learning-oriented approach and technologically advanced study aids that not only help students but instructors as well. The book offers streamlined content, keeping ideas relevant. New to the edition is a more extensive coverage of timely topics like green marketing and sustainability. Chapters feature introductory vignettes as well as case studies, and other additional features that help sustain students' attention and focus on the material. Extensive examples that put emphasis on new and social media have been included to encourage discussion of the effects of these types of media in various aspects of marketing. This market-leading book looks into brand evolution, offering different success stories of various brands that were able to maintain their market-leading position over time. Updated features help maintain the text's currency, and photographic illustrations make the rest of the material easier to digest for visual learners. Contemporary Marketing (ISBN 9781111221782) offers a thorough explanation of marketing strategies that are focused on customer satisfaction, like strategic planning, e-business, and maintaining social responsibility. The book looks into consumer behavior both in the local and global markets. Boone and Kurtz explain essential topics like product and service strategies, brand development and management, as well as distribution and promotional decisions. There is a whole chapter on pricing concepts and strategies. A wide range of learning supplements come with the book, from the resource CD-ROM for instructors to the website and web tutor, as well as the well developed CourseMate, which offers different study aids to improve students' comprehension.