AE Contemporary Marketing,
18th Edition

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.
18. Integrated Marketing Communications, Advertising, and Public Relations.
19. Personal Selling and Sales Promotion.
Appendix A: Developing an Effective Marketing Plan.
Appendix B: Financial Analysis in Marketing.
Online Appendix: Your Career in Marketing.
Glossary.
Name & Company Index.
Subject Index.

• 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.

• MindTap is an outcome-driven application that propels students from memorization to mastery. It’s the only platform that gives you complete ownership of your course. With it, you can challenge every student, build their confidence, and empower them to be unstoppable.

• You Make the Decision: Students are put in the shoes of a marketer in these interactive, media-rich activities. Following a scenario related to course content covered so far, students are presented with decision points as they progress through this interactive activity. Every decision a student makes impacts the outcome of the scenario, creating a unique marketing experience for each student. Appearing at the end of each part, these activities act as a summative opportunity, ultimately aiding students in connecting concepts from multiple lessons.

• Marketing Plan Assignments: These flexible, modular assignments at the part level allow you to assign a complete marketing plan in stages – or pick only specific sections to assign. Featuring fill-in-the-blank response and short answer fields for quick review of student-provided information and corresponding templates for students to complete and upload, these assignments present a flexible, course-integrated way to give students experience thinking through and building out a marketing plan.

• Adaptive Test Prep: Students often experience high anxiety around exams, and many of their study tools are at the chapter level. By covering multiple chapters and including questions similar to those they’ll see on an exam, students can use Adaptive Test Prep to prepare more efficiently, review areas requiring additional study, and be more confident about exam performance.

• “In the News”: At the end of the full learning path are chapter-specific, current articles written by marketing instructors that automatically feed/flow in to the learning path throughout the semester. These current events help students relate to concepts and see them applied in the real world while saving instructors time spent seeking out articles that apply to specific concepts.

• ACCESS EVERYTHING YOU NEED IN ONE PLACE. Cut down on prep with MindTap’s preloaded, organized course materials. Teach more efficiently with interactive multimedia, assignments, quizzes, and more. And give your students the power to read, listen, and study on their phones, so they can learn on their terms.

• EMPOWER YOUR STUDENTS TO REACH THEIR POTENTIAL. Distinct metrics give you actionable insights into student engagement. Identify topics troubling your entire class and instantly communicate with struggling students. And students can track their scores to stay motivated toward their goals. Together, you can accelerate progress.

• YOUR COURSE. YOUR CONTENT. Only MindTap gives you complete control over your course. You have the flexibility to reorder textbook chapters, add your own notes, and embed a variety of content including OER. Personalize course content to your students’ needs. They can even read your notes, add their own, and highlight key text to aid their progress.

• A DEDICATED TEAM, WHENEVER YOU NEED THEM. MindTap isn’t just a tool, it’s backed by a personalized team eager to support you. We help you set up your course and tailor it to your specific objectives, so you’ll be ready to make an impact from day one. And we’ll be standing by to help you and your students until the final day of the term.

• Spark Interest: Students learn how multi-faceted marketing is – that it’s not just common sense. By reading through scenarios and real-world examples, students learn more about the impact that marketing can have on other fields.

• MindTap is an outcome-driven application that propels students from memorization to mastery. It’s the only platform that gives you complete ownership of your course. With it, you can challenge every student, build their confidence, and empower them to be unstoppable.

• You Make the Decision: Students are put in the shoes of a marketer in these interactive, media-rich activities. Following a scenario related to course content covered so far, students are presented with decision points as they progress through this interactive activity. Every decision a student makes impacts the outcome of the scenario, creating a unique marketing experience for each student. Appearing at the end of each part, these activities act as a summative opportunity, ultimately aiding students in connecting concepts from multiple lessons.

• Marketing Plan Assignments: These flexible, modular assignments at the part level allow you to assign a complete marketing plan in stages – or pick only specific sections to assign. Featuring fill-in-the-blank response and short answer fields for quick review of student-provided information and corresponding templates for students to complete and upload, these assignments present a flexible, course-integrated way to give students experience thinking through and building out a marketing plan.

• Adaptive Test Prep: Students often experience high anxiety around exams, and many of their study tools are at the chapter level. By covering multiple chapters and including questions similar to those they’ll see on an exam, students can use Adaptive Test Prep to prepare more efficiently, review areas requiring additional study, and be more confident about exam performance.

• “In the News”: At the end of the full learning path are chapter-specific, current articles written by marketing instructors that automatically feed/flow in to the learning path throughout the semester. These current events help students relate to concepts and see them applied in the real world while saving instructors time spent seeking out articles that apply to specific concepts.

• ACCESS EVERYTHING YOU NEED IN ONE PLACE. Cut down on prep with MindTap’s preloaded, organized course materials. Teach more efficiently with interactive multimedia, assignments, quizzes, and more. And give your students the power to read, listen, and study on their phones, so they can learn on their terms.

• YOUR COURSE. YOUR CONTENT. Only MindTap gives you complete control over your course. You have the flexibility to reorder textbook chapters, add your own notes, and embed a variety of content including OER. Personalize course content to your students’ needs. They can even read your notes, add their own, and highlight key text to aid their progress.

• A DEDICATED TEAM, WHENEVER YOU NEED THEM. MindTap isn’t just a tool, it’s backed by a personalized team eager to support you. We help you set up your course and tailor it to your specific objectives, so you’ll be ready to make an impact from day one. And we’ll be standing by to help you and your students until the final day of the term.

• Spark Interest: Students learn how multi-faceted marketing is – that it’s not just common sense. By reading through scenarios and real-world examples, students learn more about the impact that marketing can have on other fields.

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.