Contemporary Marketing Wired
The new edition of our
best-selling Contemporary Marketing text is wired for twenty-first-century marketing. And
now more than ever you'll want to plug into this marketing powerhouse!
In our ninth edition,
Contemporary Marketing continues to add to its collection of precedent-setting firsts.
More than a million students have been introduced to the dynamic world of marketing
through Contemporary Marketing. And after reading this sampling of our many firsts, we
hope you'll understand why Contemporary Marketing continues to rank first with instructors
and students alike.
The FIRST marketing text
written specifically for the student rather than the professor featuring a clear, concise
style that readers can readily understand and enjoy.
The FIRST marketing text
based on marketing research and written the way instructors actually teach the course.
The FIRST text to integrate
computer applications into each chapter.
The FIRST text to employ
extensive pedagogy such as boxed features to breathe life into exciting real-world
concepts and issues of marketing.
The FIRST text to introduce
end-of-chapter video cases tied to professionally produced video segments.
The FIRST text to offer
services and international chapters early and to thoroughly integrate those topics
throughout the textbook with literally hundreds of examples.
The FIRST text to include a
separate chapter on quality and customer satisfaction.
The FIRST text to utilize
multimedia technology to integrate all components of the principles of marketing ancillary
program Contemporary Marketing laser discs linked to videos, overhead
transparencies, and material from the text enabling instructors to custom create exciting,
energetic lecture presentations.
the Internet, CD-ROM, and
multimedia to traditional as well as emerging marketing concepts. Creative assignments and
exercises give students hands-on experience in applying technological advances to real
marketing issues. Engaging in-text examples now include company Web addresses and students
can glean additional information and insight from Contemporary Marketing's own home page.
The improvements to the new
edition are so extensive and so far-reaching that even the title of the text has been
modified to Contemporary Marketing The change reflects not simply a new edition, but
a new approach to the marketing discipline.
NEW! Technology-Based Chapter
Openers
Innovative chapter opening
vignettes illustrate current marketing technology in action and link real-world scenarios
to chapter concepts. Each vignette describes how an actual company has applied technology
to its competitive advantage. The marketing research chapter (Chapter 6) opens with
descriptions of Internet and Web databases, while the retailing coverage chapter (Chapter
15) begins with discussions of the virtual store and the advertising chapter (Chapter 18)
with cyberspace media.
MORE! Technology in Marketing
Research
Coverage of technology in
marketing research has been expanded to include more examples of high-tech tools and more
coverage of how computers are used to support marketing decision systems, including
marketing databases, data warehouses, and decision support systems.
NEW! for the Ninth Edition
Contemporary Marketing is
the FIRST to integrate a true technology emphasis throughout the text and package. The
ninth edition incorporates the technology theme into svery facet: opening vignettes,
chapter concepts, end-of-:hapter assignments, boxed features, cases, and innova-ively
packaged items. The text applies today's technology-
NEW! netWork Technology
Exercises
End-of-chapter 'netWork
applications give students hands-on experience employing the Internet in marketing-related
exercises. These cutting-edge exercises:
Contain problems that require
students to locate data on different Web sites.
Include computer exercises
that can be completed at the Contemporary Marketing Wired Web site...
716 pages