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See Most Recent Edition

Contemporary Marketing, 19th Edition

Louis E. Boone, David L. Kurtz

  • Copyright 2022
  • {{checkPublicationMessage('Published', '2021-04-08T00:00:00+0000')}}
Starting At $77.95 See pricing and ISBN options
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Contemporary Marketing 19th Edition by Louis E. Boone/David L. Kurtz
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Overview

Reimagine your introduction to marketing course with the proven, yet innovative approach and learning features within Boone/Kurtz's best-selling CONTEMPORARY MARKETING, 19E with MindTap, today’s leading digital platform. This edition focuses on application-based learning with streamlined content that highlights the practical, real-world skills that marketing professionals use on a regular basis. Rather than introducing an overly broad array of topics, this edition thoroughly explores today's most relevant and important concepts, including marketing analytics and career readiness skills. With this approach, students learn more in less time. Memorable opening and closing examples for each section support learning objectives and demonstrate concepts in action to increase both comprehension and retention. Corresponding MindTap exercises reinforce chapter concepts and apply them through interactive activities so students begin to think and act like marketers.

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Meet the Authors

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Louis E. Boone

After a long and distinguished career, Dr. Louis E. "Gene" Boone passed away just before the publication of the Thirteenth Edition of CONTEMPORARY MARKETING. Over the years, students and colleagues at the University of Tulsa, the University of South Alabama and other schools in the U.S., Australia and Europe were fortunate to be influenced by Dr. Boone's insights. Many marketing instructors knew Dr. Boone through his prominent career and remember the numerous, significant contributions he made to business education. Dr. Boone served as a pioneer in the marketing discipline and was, arguably, the most creative business writer of his generation.

David L. Kurtz

Dr. David L. Kurtz has taught at a number of major U.S. and foreign universities and has co-authored best-selling books with Dr. Louis E. Boone. Their publications have been translated into Chinese, French, Indonesian, Italian, Polish, Portuguese and Spanish. Dr. Kurtz has lectured extensively throughout North America, Europe, Asia and Australia. He attended Davis & Elkins College in Elkins, West Virginia, before entering the graduate business school at the University of Arkansas, where he met Dr. Gene Boone. As longtime co-authors, Dr. Boone and Dr. Kurtz wrote more than 50 books. In addition to writing, the two served as partners in several entrepreneurial ventures. Today, Dr. Kurtz teaches at the University of Arkansas after duty tours in Ypsilanti, Michigan; Seattle; and Melbourne, Australia. He is the proud grandfather of five and a sportsman with a golfing handicap too high to mention. Dr. Kurtz, his wife Diane and four demanding canine companions (Daisy, Lucy, Molly and Sally) live in Rogers, Arkansas. Dr. Kurtz holds a distinguished professorship at the Sam M. Walton College of Business in nearby Fayetteville, home of the Arkansas Razorbacks.

What's New

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  • NEW "WHY DOES THIS TOPIC MATTER TO ME?" ENGAGEMENT ACTIVITIES EMPHASIZE THE IMPORTANCE OF CHAPTER CONTENT. This activity briefly introduces key topics and concepts that students are about to study throughout the chapter. Each activity not only engages students, but also connects the concepts they are learning to their personal and professional lives as well as the world around them.
  • NEW "LEARN IT" ACTIVITIES SEPARATE KEY CONCEPTS AND TOPICS INTO SMALLER, MANAGEABLE SECTIONS OF LEARNING. Students tackle important chapter concepts one section at a time. After each small section, readers test their comprehension with a set of questions. These "Learn It" questions build a foundation for the understanding of chapter concepts in a gradual, scaffolded manner.
  • UPDATED CHAPTER ASSIGNMENTS TEST UNDERSTANDING AND APPLICATION OF KEY CONCEPTS. Case Activities guide students in applying key concepts from the chapter to solve marketing problems at a real companies. Students also learn to work with new information and consider different applications of concepts -- something marketers encounter every day in business. Case study activities strengthen application and critical-thinking skills as students learn in-context, deepening understanding of chapter topics and concepts while building marketing acumen.

Features

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  • MARKETING ANALYTICS MODULE INTRODUCES THIS EMERGING, CRITICAL AREA OF MARKETING TODAY. This module and corresponding Excel assignments introduce marketing analytics and help students conceptualize marketing analytics at work in the real world. Students learn to work with Excel Online, one of marketing’s newest tools used to conduct marketing analytics. Special assignments are algorithmically generated, offering countless possibilities for each question. Students do not need Excel on their computers to complete assignments, and special support assists you in incorporating assignments into your course.
  • SELF-QUIZZES AND ASSESSMENT CHECKS LET STUDENTS EVALUATE THEIR OWN UNDERSTANDING. These helpful self-assessment tools at the conclusion of each chapter and at the end of each text section allow students to quickly evaluate their learning and identify any areas in need of further reinforcement.
  • FULL SUITE OF TEACHING AND LEARNING SUPPLEMENTS SUPPORTS THIS EDITION. Resources include a test bank with more than 4,000 questions categorized by objective, difficulty level, Bloom's taxonomy and AACSB and Rubin/Dierdorff requirements. This edition also offers an updated Instructor's Manual with detailed lecture outlines, collaborative learning exercises, answers to end-of-chapter questions and a media guide as well as engaging PowerPoint® presentations.
  • ONLINE SUITE OF STUDENT ASSESSMENT SOLUTIONS ENHANCES STUDENT UNDERSTANDING OF COURSE MATERIAL. By evaluating student progress and comprehension in real-time as students advance through your course, you are able to better manage classes and organize assignments. MindTap digital resources enable you to track student progress using a variety of platforms.
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Table of Contents

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Preface.
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.
5. Social Media: Living in the Connected World.
Part II: UNDERSTANDING BUYERS AND MARKETS.
6. Consumer Behavior.
7. Business Markets and Buying Behavior
8. Global Marketing.
Part III: TARGET MARKET SELECTION.
9. Market Segmentation, Targeting, and Positioning.
10. Marketing Research
Part IV: PRODUCT DECISIONS.
11. Product and Branding Concepts
12. Developing and Managing Products
Part V: PRICING DECISIONS.
13. Pricing Concepts
14. Pricing Strategies
Part VI: DISTRIBUTION DECISIONS.
15. Distribution Channels and Supply Chain Management
16. Retailing and Direct Marketing
Part VII: PROMOTIONAL DECISIONS.
17. Integrated Marketing Communications, Advertising, and Public Relations
18. Personal Selling and Sales Promotion.

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

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MindTap Options

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MindTap
Each MindTap product offers the full, mobile-ready textbook combined with superior and proven learning tools at one affordable price. Students who purchase digital access can add a print option at any time when a print option is available for their course.

This Cengage solution can be seamlessly integrated into most Learning Management Systems (Blackboard, Brightspace by D2L, Canvas, Moodle, and more) but does require a different ISBN for access codes. Please work with your Cengage Learning Consultant to ensure the proper course set up and ordering information. For additional information, please visit the LMS Integration site.

Standalone Digital Access — Ultimate Value

Recommended and most popular

  • ISBN-10: 0357435397
  • ISBN-13: 9780357435397
  • RETAIL $99.95
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Textbook Only Options

Traditional eBook and Print Options

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  • ISBN-10: 0357709640
  • ISBN-13: 9780357709641
  • RETAIL $77.95

  • ISBN-10: 0357461703
  • ISBN-13: 9780357461709
  • RETAIL $167.95

  • ISBN-10: 0357747674
  • ISBN-13: 9780357747674
  • RETAIL $187.95
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Supplements

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Cengage provides a range of supplements that are updated in coordination with the main title selection. For more information about these supplements, contact your Learning Consultant.

FOR STUDENTS

MindTap for Boone/Kurtz' Contemporary Marketing, 1 term Instant Access

ISBN: 9780357435397
Today's leading digital platform, MindTap for Boone/Kurtz' Contemporary Marketing, 19th Edition, gives you complete control of your course to create unique learning experiences that challenge students, build confidence and elevate performance. MindTap introduces students to core concepts from the beginning of your course using a simplified learning path that progresses from understanding to application. MindTap presents concepts using a blend of engaging narrative and media while minimizing distraction with assignments that pair learning content with assessments in a visually appealing side-by-side format. Exclusive Instructor Tools allow you to modify the wording of questions, answer choices and feedback in assessments to match the specific objectives and style of your course. MindTap for Boone/Kurtz' Contemporary Marketing, 19th Edition has been fully redesigned with a flow that matches how students learn. With MindTap and you, students don’t just read chapter content, they learn it and apply it one concept at a time to begin to think and act like marketers. On their smartphone, tablet, or laptop, MindTap helps students navigate their course, study, and complete assignments wherever they are! Students work through engaging, formative activities in the "Learn It" modules, one concept at a time, before building up to the "Apply It" that bridge the understanding of concepts to making them actionable in the real-world of marketing. Use MindTap for Boone/Kurtz' Contemporary Marketing, 19th Edition as-is, or customize it to meet your specific course needs. You can also easily integrate MindTap into your Learning Management System (LMS).