9781111221782

Contemporary Marketing 15E has proven to be the premier teaching and learning solution for principles of marketing courses. This bestseller only grows stronger with each groundbreaking new edition, building on past milestones with exciting new innovations. The all-new Fifteenth Edition continues the tradition of delivering the most technologically advanced, student-friendly, instructor-supported text available. Current, relevant, and cutting-edge, Contemporary Marketing remains in a class by itself.

"Best text on the market."- Daniel W. Biddlecom, Erie Community College North

"I think they [the video cases] are great especially for the online students as it gives them a visual and questions to answer and submit for grades. The videos are also great for classroom discussions."- Charlane Held, Onondaga Community College

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
E-Business: Managing the Customer Experience
Understanding Buyers And Markets
Consumer Behavior
Business-to-Business (B2B) Marketing
Global Marketing
Target Market selection
Marketing Research and Sales Forecasting
Marketing Segmentation, Targeting, and Positioning
Relationship Marketing and Customer Relationship Management (CRM)
Product Decisions
Product and Service Strategies
Developing and Managing Brand and Product Categories
Distribution Decisions
Marketing Channels and Supply Chain Management
Retailers, Wholesalers, and Direct Marketers
Promotional Decisions
Integrated Marketing Communications
Advertising and Public Relations
Personal Selling and Sales Promotion
Pricing Decisions
Pricing Concepts
Pricing Strategies
Your Career in Marketing
Developing an Effective Marketing Plan
Financial Analysis in Marketing
Notes
Glossary
Name & Company Index
Subject Index
International Index
Table of Contents provided by Publisher. All Rights Reserved.

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Contemporary Marketing

Contemporary Marketing

1111221782

Summary

Table of Contents

Supplemental Materials