TAILIEUCHUNG - Ebook Contemporary marketing (15th edition): Part 1

(BQ) Part 1 book "Contemporary marketing" has contents: Strategic planning in contemporary marketing; the marketing environment, ethics, and social responsibility; consumer behavior; business to business (B2B) marketing, global marketing,.and other contents. | SUSTAINABILITY. GLOBALIZATION. ENVIRONMENTAL CONCERNS. ETHICS. NEW TECHNOLOGIES. EMERGING MARKETS. EVOLUTION OF A BRAND It is also the first marketing text to remove all sexist language (common to the time) and is specifically reviewed for that objective. Separate chapters are devoted to international and services marketing. Supplemental cassette tapes feature famous marketers — including the real Colonel Sanders — enabling students to hear directly from marketing icons. 1983 – Fourth Edition The first marketing text based on marketing research, Contemporary Marketing is written the way instructors actually teach the class — a breakthrough for class preparation. Delivering the first major supplements package for a principles text, Contemporary Marketing begins its tradition of unrivaled teaching and learning resources. 1980 – Third Edition Shorter than the standard text of the day, the first edition is written to the student, not the professor—setting the standard for a truly “student-friendly” text. 1977 – Second Edition 1974 – First Edition Since the very beginning, Boone & Kurtz has set the market standard for excellence. Continuing to raise the bar, each new edition has introduced groundbreaking features and coverage, making the text the unrivaled leader in marketing again and again. Closely in tune with the ever-changing and expanding marketing environment, this unparalleled text continues to deliver the most innovative coverage available — giving students a hands-on, up-close experience with the dynamic field of marketing. Current, relevant, and packed with student and instructor resources, the newest edition continues the tradition of innovation by going green. Now 15 editions strong, Contemporary Marketing remains In a Class by Itself. New emphasis on nonprofit applications highlight a key — but often overlooked— marketing sector. An innovative new slide/ lecture series added to the Boone/Kurtz .

• Marketing - Bán hàng
• Contemporary marketing
• The marketing environment
• Social responsibility
• Consumer behavior
• Global marketing
• Service strategies
• The marketing process
• Strategic planning
• E business in contemporary marketing
• Lecture Global marketing
• Contemporary theory
• Global marketing environments
• Conducting marketing research
• Global marketing research
• Global markets
• Global marketing strategy
• Controlling global marketing systems
• Regional organizational format
• Global economy
• High tech products
• Evaluating cultural
• Social environments
• Analyzing political
• Legal environments
• Integrating global
• National markets
• Selecting international markets
• Ansoff expansion model
• Entering global markets
• International markets
• Global market segmentation strategies
• Developing global products
• Setting global prices
• Pricing policies
• Global placement
• Distribution channels
• Global promotional strategy
• Launching global communication
• Social media
• Networked enterprise
• Corporate social responsibility
• International Marketplace
• Relationship marketing
• Customer relationship management
• Product categories
• Integrated marketing communications
• Public relations
• Marketing environment
• Marketing research
• Sales forecasting
• Market segmentation
• Marketing channels
• Supply chain management
• Contemporary advertising
• Digital media production
• Using electronic media
• Direct marketing
• Personal selling
• Relationship building
• Direct marketers
• Sales promotion
• Global marketing strategies
• Global marketing research process
• Designing global marketing systems