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Contemporary Marketing, 4th Edition |

Louis E. Boone, David L. Kurtz, Dr. Kim Snow

  • Copyright 2016
  • {{checkPublicationMessage('Published', '2015-02-13T00:00:00+0000')}}
Starting At $99.95 See pricing and ISBN options
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Contemporary Marketing 4th Edition by Louis E. Boone/David L. Kurtz/Dr. Kim Snow
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Overview

The most 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 establish relationships with new users every step of the way. Just like the very best brands in the business world, Contemporary Marketing continues to evolve, both as a product and as a brand. This fourth Canadian edition of Contemporary Marketing continues to develop and grow with new cases and examples, as well as a new emphasis on social media. As with every good brand, the patterns of innovation and excellence established at the beginning have remained steadfast. The conversational style and example-driven content breathe life into the exciting concepts and issues facing today’s marketers and are at the core of Contemporary Marketing’s student-centered approach. In keeping with the tradition of innovation and excellence that has made Contemporary Marketing a success, this edition is available with MindTap, an online platform that provides a learning path that gets students thinking 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

David L. Kurtz has taught at a number of major U.S. and foreign universities, and collaborated on writing best-selling books with Louis E. Boone. Their publications have been translated into Chinese, French, Indonesian, Italian, Polish, Portuguese, and Spanish. Dave has lectured extensively throughout North America, Europe, Asia, and Australia.Dave attended Davis & Elkins College in Elkins, West Virginia for four years, and was then accepted by the graduate business school at the University of Arkansas, where he met Gene Boone. Gene and Dave became longtime co-authors; together they have produced more than 50 books. In addition to writing, Dave and Gene have been partners in several entrepreneurial ventures.

Dr. Kim Snow

Dr. Kim Snow is an associate professor of marketing at York University in Toronto. Dr. Snow received her MBA and PhD from the University of Bradford, U.K., and her Diploma in Business Administration from Wilfrid Laurier University. She has been a member of the faculty at York University since 1992. She has published numerous articles in the area of service marketing, service quality, customer satisfaction, and marketing research. She has been faculty advisor for the American Marketing Association Student Chapter at York University and has been a judge on several student chapter competitions. She has been a member of the Editorial Advisory Board and Internet Editor for the Managing Service Quality Journal. Prior to joining York University, Kim spent 17 years working in the financial services industry.

What's New

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  • MindTap for Contemporary Marketing is a personalized teaching experience with relevant assignments that guide students to analyze, apply, and elevate thinking, allowing instructors to measure skills and promote better outcomes with ease. A fully online learning solution, MindTap combines all student learning tools—readings, multimedia, activities, and assessments—into a single Learning Path that guides the student through the curriculum. Instructors personalize the experience by customizing the presentation of these learning tools to their students, even seamlessly introducing their own content into the Learning Path.
  • The chapters on integrated marketing communications, advertising, and digital communications have been streamlined into one chapter. Heavy emphasis has been placed on the growth of social media, particularly mobile communications, throughout this chapter while still covering the traditional communications methods.
  • A new chapter called “Digital Marketing and Social Media: Living in the Connected World” has been added. The impact of digital marketing, use of the Web as part of the marketing communication process, designing effective websites, and assessing website effectiveness are covered in this chapter.
  • A new feature in the fourth Canadian edition is “Marketing: Making Your World Better.” This boxed feature appears in each chapter to illustrate how marketing affects our lives every day.
  • Up-to-date examples are important to the approach of Contemporary Marketing. Some notable new examples in the fourth Canadian edition are Steam Whistle Brewing’s focus on sustainability and green business; Apple Inc.’s success with product development; Under Armour’s brand development through sponsorships; and Loblaw’s acquisition of Shoppers Drug Mart, one of the largest business deals in Canadian history.
  • As one of the most up-to-date resources on the market, Contemporary Marketing’s authors take great care in updating research throughout the text in every edition and introducing new concepts, such as the gamification of market research, to keep students current with the industry into which they will be graduating.

Features

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  • Connecting with Customers: Every opening vignette in the text concludes with a short summary entitled “Connecting with Customers.” This enhances the discussion of whatever organization or product was discussed in that opening scenario and asks students to think critically about what they have done and continue to do to remain at the top of their markets. Understanding this connection can be a student’s best help in understanding how marketing is conducted every day.
  • Strategic Focus: The fourth Canadian edition of Contemporary Marketing continues to place the marketing planning chapter near the beginning of the text so that it can be assigned much earlier in the term, helping to equip students with a solid foundation of strategic thinking. Appendix A, “Creating an Effective Marketing Plan,” provides detailed, real-life planning material and includes a planning case that illustrates the strategic marketing planning concepts discussed in Chapter 2. Each chapter closes with a special section assessing strategic implications of chapter concepts on marketing. Finally, Appendix C, “Financial Analysis in Marketing,” provides additional strategic and analytic tools for the reader.
  • Case Studies: The fourth Canadian edition has two cases in every chapter, one shorter and one longer and more comprehensive. This provides the instructor with flexibility to adjust to time constraints and multiple sections or to use different case assignments for different terms. The end-of-case questions have been fine-tuned to require more critical thinking.
  • Marketoids: Also unique to the Canadian edition are Marketoids, a trivia element in chapter margins. This feature introduces Canadian content in a fun yet informative way. Because this has been such a popular feature with students, those who wish can follow www.twitter/mktgtoid to receive a new Marketoid most working days of the academic year.

Table of Contents

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Preface
Part One: Designing Customer-Oriented Marketing Strategies
Chapter 1: Marketing: The Art and Science of Satisfying Customers
Chapter 2: Strategic Planning in Contemporary Marketing
Chapter 3: The Marketing Environment, Ethics, and Social Responsibility
Chapter 4: Digital Marketing and Social Media: Living in the Connected World
Part Two: Understanding Buyers and Markets
Chapter 5: Consumer Behaviour
Chapter 6: Business-to-Business (B2B) Marketing
Chapter 7: Serving Global Markets
Part Three: Target Market Selection
Chapter 8: Marketing Research, Decision Support Systems, and Sales Forecasting
Chapter 9: Marketing Segmentation, Targeting, and Positioning
Part Four: Product Decisions
Chapter10: Product and Service Strategies
Chapter 11: Developing and Managing Brand and Product Strategies
Part Five: Distribution Decisions
Chapter 12: Marketing Channels and Supply Chain Management
Chapter 13: Retailers, Wholesalers, and Direct Marketers
Part Six: Promotional Decisions
Chapter 14: Integrated Marketing Communications, Advertising, and Digital Communications
Chapter 15: Personal Selling and Sales Promotion
Part Seven: Pricing Decisions
Chapter 16: Pricing Concepts and Strategies
Appendix A: Creating an Effective Marketing Plan
Appendix B: Relationship Marketing and Customer Relationship Management
Appendix C: Financial Analysis in Marketing
Notes
Glossary

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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: 0176595724
  • ISBN-13: 9780176595722
  • RETAIL $99.95
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Textbook Only Options

Traditional eBook and Print Options

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  • ISBN-10: 0176530924
  • ISBN-13: 9780176530921
  • RETAIL $160.95
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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 Instant Access (6 Months/Single Term) for Boone's Contemporary Marketing

ISBN: 9780176595722