02441cam a2200385 i 4500 17446001 OSt 20211129160832.0 120829s2014 at a b 001 0 eng 2012948255 9781133628460 113362846X DLC eng rda LC DLC pcc HF5415.K84(16e) Kurtz, David L Boone & Kurtz Contemporary marketing. / David L. Kurtz. 16th ed. Mason, OH: South-western Cengage Learning, 2014. xxxiii, (various paging): illustrations ; 29 cm text txt rdacontent unmediated n rdamedia volume nc rdacarrier Includes bibliographical references and index. Contents: 1. Designing customer-oriented marketing strategies: Marketing: the art and science of satisfying customers -- Strategic planning in contemporary marketing -- The marketing environment, ethics, and social responsibility -- Social media: living in the connected world -- E-Business: managing the customer experience -- 2. Understanding buyers and markets: Consumer behavior -- Business-to-business (B2B) marketing -- Global marketing -- 3. Target market selection: Market segmentation, targeting and positioning -- Marketing research and sales forecasting -- Relationship marketing and customer relationship management(CRM) -- 4. Product decisions: Product and service strategies -- Developing and managing brand and product categories -- 5. Distribution decisions: Marketing channels and supply chain management -- Retailers, wholesalers and direct marketers -- 6. Promotional decisions: Integrated marketing communications, advertising and public relations -- Personal selling and sales promotion -- 7. Pricing decisions: Pricing concepts -- Pricing strategies -- Marketing. Boone, Louis E. Contributor biographical information http://www.loc.gov/catdir/enhancements/fy1318/2012948255-b.html Publisher description http://www.loc.gov/catdir/enhancements/fy1318/2012948255-d.html Table of contents only http://www.loc.gov/catdir/enhancements/fy1318/2012948255-t.html 7 cbc origres 2 ncip 20 y-gencatlg lcc BK 8160 15660 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-11-06 0 HF5415.K84(16e) K/1404/1404/19 2021-12-02 00:00:00 2021-12-02 BK