Contemporary Marketing, 19/e (Paperback)
暫譯: 當代行銷，第19版（平裝本）

Louis E. Boone , David L. Kurtz

Contemporary Marketing, 19/e (Paperback)
  • 出版商: Cengage Learning
  • 出版日期: 2020-04-01
  • 售價: $1,392
  • 語言: 英文
  • 頁數: 480
  • 裝訂: Quality Paper - also called trade paper
  • ISBN: 0357461703
  • ISBN-13: 9780357461709
  • 相關分類: 行銷/網路行銷 Marketing

    • 下單後立即進貨 (約5~7天)

商品描述

本書序言

●NEW "LEARN IT" ACTIVITIES SEPARATE KEY CONCEPTS AND TOPICS INTO SMALLER, MANAGEABLE SECTIONS OF LEARNING. Students tackle important chapter concepts one section at a time. After each small section, readers test their comprehension with a set of questions. These "Learn It" questions build a foundation for the understanding of chapter concepts in a gradual, scaffolded manner.
●UPDATED CHAPTER ASSIGNMENTS TEST UNDERSTANDING AND APPLICATION OF KEY CONCEPTS. Case Activities guide students in applying key concepts from the chapter to solve marketing problems at a real companies. Students also learn to work with new information and consider different applications of concepts -- something marketers encounter every day in business. Case study activities strengthen application and critical-thinking skills as students learn in-context, deepening understanding of chapter topics and concepts while building marketing acumen.
●NEW "WHY DOES THIS TOPIC MATTER TO ME?" ENGAGEMENT ACTIVITIES EMPHASIZE THE IMPORTANCE OF CHAPTER CONTENT. This activity briefly introduces key topics and concepts that students are about to study throughout the chapter. Each activity not only engages students, but also connects the concepts they are learning to their personal and professional lives as well as the world around them.

本書特色

●FULL SUITE OF TEACHING AND LEARNING SUPPLEMENTS SUPPORTS THIS EDITION. Resources include a test bank with more than 4,000 questions categorized by objective, difficulty level, Bloom's taxonomy and AACSB and Rubin/Dierdorff requirements. This edition also offers an updated Instructor's Manual with detailed lecture outlines, collaborative learning exercises, answers to end-of-chapter questions and a media guide as well as engaging PowerPoint® presentations.
●MARKETING ANALYTICS MODULE INTRODUCES THIS EMERGING, CRITICAL AREA OF MARKETING TODAY. This module and corresponding Excel assignments introduce marketing analytics and help students conceptualize marketing analytics at work in the real world. Students learn to work with Excel Online, one of marketing’s newest tools used to conduct marketing analytics. Special assignments are algorithmically generated, offering countless possibilities for each question. Students do not need Excel on their computers to complete assignments, and special support assists you in incorporating assignments into your course.
●ONLINE SUITE OF STUDENT ASSESSMENT SOLUTIONS ENHANCES STUDENT UNDERSTANDING OF COURSE MATERIAL. By evaluating student progress and comprehension in real-time as students advance through your course, you are able to better manage classes and organize assignments. MindTap digital resources enable you to track student progress using a variety of platforms.
●SELF-QUIZZES AND ASSESSMENT CHECKS LET STUDENTS EVALUATE THEIR OWN UNDERSTANDING. These helpful self-assessment tools at the conclusion of each chapter and at the end of each text section allow students to quickly evaluate their learning and identify any areas in need of further reinforcement.
●ONLINE SUITE OF STUDENT ASSESSMENT SOLUTIONS ENHANCES STUDENT UNDERSTANDING OF COURSE MATERIAL. By evaluating student progress and comprehension in real-time as students advance through your course, you are able to better manage classes and organize assignments. MindTap digital resources enable you to track student progress using a variety of platforms.

商品描述(中文翻譯)

本書序言

●全新的「學習活動」將關鍵概念和主題分成較小、可管理的學習區塊。學生一次專注於重要章節概念的一個部分。在每個小部分之後，讀者透過一組問題來測試自己的理解。這些「學習活動」問題以漸進的方式建立對章節概念的理解基礎。

●更新的章節作業測試對關鍵概念的理解和應用。案例活動指導學生將章節中的關鍵概念應用於解決真實公司的行銷問題。學生還學會處理新資訊並考慮概念的不同應用——這是行銷人員在商業中每天都會遇到的情況。案例研究活動加強了應用和批判性思維技能，讓學生在情境中學習，深化對章節主題和概念的理解，同時提升行銷敏銳度。

●全新的「這個主題對我有什麼重要性？」互動活動強調章節內容的重要性。這項活動簡要介紹學生即將在整個章節中學習的關鍵主題和概念。每個活動不僅吸引學生參與，還將他們所學的概念與他們的個人和專業生活以及周遭世界聯繫起來。

本書特色

●完整的教學和學習補充資源支持本版本。資源包括一個測試題庫，內含超過4,000道按目標、難度級別、Bloom's taxonomy及AACSB和Rubin/Dierdorff要求分類的問題。本版本還提供更新的教師手冊，包含詳細的講義大綱、協作學習練習、章末問題的答案以及媒體指南，還有引人入勝的PowerPoint®簡報。

●行銷分析模組介紹了當今這一新興且關鍵的行銷領域。這個模組及相應的Excel作業介紹行銷分析，幫助學生在現實世界中概念化行銷分析。學生學會使用行銷最新工具之一的Excel Online來進行行銷分析。特別作業是算法生成的，為每個問題提供無數可能性。學生不需要在電腦上安裝Excel即可完成作業，並且有特別支援幫助您將作業納入課程中。

●線上學生評估解決方案增強學生對課程材料的理解。通過實時評估學生在課程中進展和理解的情況，您能更好地管理課堂和組織作業。MindTap數位資源使您能夠使用多種平台追蹤學生進度。

●自我測驗和評估檢查讓學生評估自己的理解。這些有用的自我評估工具在每章結束和每個文本部分結束時，讓學生快速評估自己的學習情況並識別需要進一步加強的領域。

●線上學生評估解決方案增強學生對課程材料的理解。通過實時評估學生在課程中進展和理解的情況，您能更好地管理課堂和組織作業。MindTap數位資源使您能夠使用多種平台追蹤學生進度。

作者簡介

After a long and distinguished career, Louis E. "Gene" Boone passed away just before the publication of the 13th edition of CONTEMPORARY MARKETING. Over the years, students and colleagues at the University of Tulsa and the University of South Alabama and other schools in the U.S., Australia, and Europe were fortunate to be influenced by Gene's insights. Many marketing instructors knew Gene through his distinguished career and remember the numerous contributions that he made to business education. Gene was a pioneer of the marketing discipline and arguably the best and most creative business writer of his generation.

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.

作者簡介(中文翻譯)

在長期且卓越的職業生涯後，路易斯·E.「基因」布恩於《當代行銷》第13版出版前不久去世。多年來，塔爾薩大學、南阿拉巴馬大學及美國、澳洲和歐洲其他學校的學生和同事們有幸受到基因的見解影響。許多行銷教師透過基因卓越的職業生涯認識他，並記得他對商業教育的諸多貢獻。基因是行銷學科的先驅，無疑是他那一代中最優秀且最具創意的商業作家。

大衛·L·庫茲博士曾在多所美國及外國主要大學任教，並與路易斯·E·布恩博士共同撰寫了暢銷書。他們的出版物已被翻譯成中文、法文、印尼文、義大利文、波蘭文、葡萄牙文和西班牙文。庫茲博士在北美、歐洲、亞洲和澳洲廣泛講授。他在西維吉尼亞州的戴維斯與艾爾金斯學院就讀，之後進入阿肯色大學的研究生商學院，在那裡遇見了基因·布恩博士。作為長期的共同作者，布恩博士和庫茲博士共著作超過50本書。除了寫作，兩人還在幾個創業項目中擔任合作夥伴。如今，庫茲博士在阿肯色大學任教，此前曾在密西根州伊普西蘭提、華盛頓州西雅圖和澳洲墨爾本任職。他是五個孫子的驕傲祖父，並且是一位高爾夫球愛好者，球技不敢恭維。庫茲博士、他的妻子黛安和四隻要求高的犬伴（黛西、露西、莫莉和莎莉）住在阿肯色州的羅傑斯。庫茲博士在附近的費耶特維爾的山姆·M·沃爾頓商學院擔任傑出教授，該校是阿肯色剃刀鯊的母校。

目錄大綱

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.

目錄大綱(中文翻譯)

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.

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