Test Bank for Contemporary Marketing 14th Edition by Boone

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Product details:

• ISBN-10 ‏ : ‎ 1424076498
• ISBN-13 ‏ : ‎ 978-1424076499
• Author: Gene Boone

Reimagine a practically focused and timely introduction to the foundations of marketing today with the innovative approach found in Boone/Kurtz’s best-selling CONTEMPORARY MARKETING, 19E with MindTap. This edition focuses on application-based learning with streamlined content that highlights real 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 the career readiness skills most important for your success. As a result, you learn more in less time. Memorable opening and closing examples for each section further advance learning objectives and demonstrate concepts in action to increase your comprehension and retention of key concepts. In addition, MindTap digital activities reinforce concepts and provide Excel Online practice working with marketing analytics to further prepare you for effective marketing in today’s times.

Table of contents:

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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