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PRINCIPLES OF CONTEMPORARY MARKETING, 15E, International Edition has proven to be the premier teaching and learning solution for principles of marketing courses.

This best seller only grows stronger with each groundbreaking new edition, building on past milestones with exciting new innovations.

The all-new Fifteenth Edition continues the Kurtz and Boone tradition of delivering the most technologically advanced, student-friendly, instructor-supported text available. Current, relevant, and cutting-edge, PRINCIPLES OF CONTEMPORARY MARKETING, 15E, International Edition remains in a class by itself.

Table of Contents

PART I: DESIGNING CUSTOMER-ORIENTED MARKETING STRATEGIES.
1. Marketing: The Art and Science of Satisfying Customers.
2. Strategic Planning in Contemporary Marketing.
3. The Marketing Environment, Ethics, and Social Responsibility.
4. E-Business: Managing the Customer Experience.
PART II: UNDERSTANDING BUYERS AND MARKETS.
5. Consumer Behavior.
6. Business-to-Business (B2B) Marketing.
7. Global Marketing.
PART III: TARGET MARKET SELECTION.
8. Marketing Research and Sales Forecasting.
9. Marketing Segmentation, Targeting, and Positioning.
10. Relationship Marketing and Customer Relationship Management (CRM).
PART IV: PRODUCT DECISIONS.
11. Product and Service Strategies.
12. Developing and Managing Brand and Product Categories.
Part V: DISTRIBUTION DECISIONS.
13. Marketing Channels and Supply Chain Management.
14. Retailers, Wholesalers, and Direct Marketers.
PART VI: PROMOTIONAL DECISIONS.
15. Integrated Marketing Communications.
16. Advertising and Public Relations.
17. Personal Selling and Sales Promotion.
PART VII: PRICING DECISIONS.
18. Pricing Concepts.
19. Pricing Strategies.

Appendix A: Your Career in Marketing.
Appendix B: Developing an Effective Marketing Plan.
Appendix C: Financial Analysis in Marketing.
Notes.
Glossary.
Name & Company Index.
Subject Index.
International Index.

832 pages, Paperback