Contemporary Marketing,
17th Edition

Louis E. Boone, David L. Kurtz

ISBN-13: 9781305075368 | ISBN-10: 1305075366

Copyright 2016

| Published 2015

| 768 pages

List Price USD $249.95


CONTEMPORARY MARKETING, Seventeenth Edition, is the proven, premier teaching and learning resource for foundational marketing courses. The authors provide thorough coverage of essential marketing principles, exploring all components of the marketing mix, and providing practical guidance to help students prepare for successful marketing careers. This trusted text continues to grow stronger with each groundbreaking new edition, preserving what has made previous editions perennial best-sellers, while adding innovative new features and up-to-date information on current trends, topics, research, and best practices in this ever-evolving field. Because it is so technologically advanced, student-friendly, instructor-supported, and more relevant than ever, CONTEMPORARY MARKETING, Seventeenth Edition, remains in a class by itself.

Read More

Meet the Authors

Show More Show Less

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.

  • Every chapter features updated statistics, figures, tables, and end-of-chapter material, providing readers with the most current, accurate, and relevant material available.
  • Extensive new and updated end-of-chapter material is designed to help students review key concepts, assess their learning, and deepen their understanding; highlights include 10 new cases, nine updated cases, and 26 updated video cases.
  • Updated chapter 10 on marketing research explores the new and evolving uses of big data in this field.
  • Ten of the text's chapter-opening vignettes are brand-new for the Seventeenth Edition, while the remaining nine 'Evolution of a Brand' vignettes have been reviewed and updated for the current edition.
  • Feature boxes throughout the text have been updated with new and revised information, ensuring that material related to Career Readiness, Marketing Success, and Ethics is always timely and relevant for today's marketing professionals.
  • Self-quizzes to conclude each chapter and Assessment Checks at the end of each text section allow students to quickly evaluate their learning and identify any areas in need of further reinforcement.
  • Each chapter contains a Career Readiness feature exploring practical considerations for professional success, such as business etiquette and communication, business dinners, and building strong customer relationships.
  • The text is supported by a full suite of teaching and learning supplements, including a Test Bank with more than 4,000 questions categorized by objective, difficulty level, Bloom's taxonomy, and AACSB and Rubin/Dierdorff requirements; an updated Instructor's Manual with detailed lecture outlines, collaborative learning exercises, answers to end-of-chapter questions, and a media guide; and PowerPoint® presentations.
  • An online suite of student assessment solutions is available to help enhance understanding of course material and give instructors the ability to manage classes, organize assignments, and track student progress using a variety of platforms.

Table of Contents

Show More Show Less
1. Marketing: The Art and Science of Satisfying Customers.
2. Strategic Planning in Contemporary Marketing.
3. The Marketing Environment, Ethics, and Social Responsibility.
4. Social Media: Living in the Connected World.
5. E-Business: Managing the Customer Experience.
6. Consumer Behavior.
7. Business-to-Business (B2B) Marketing.
8. Global Marketing.
9. Market Segmentation, Targeting, and Positioning.
10. Marketing Research in the Era of Big Data.
11. Relationship Marketing and Customer Relationship Management (CRM).
12. Product and Service Strategies.
13. Developing and Managing Brand and Product Categories.
14. Marketing Channels and Supply Chain Management.
15. Retailers, Wholesalers, and Direct Marketers.
16. Integrated Marketing Communications, Advertising, and Public Relations.
17. Personal Selling and Sales Promotion.
18. Pricing Concepts.
19. Pricing Strategies.
Appendix A: Developing an Effective Marketing Plan.
Appendix B: Financial Analysis in Marketing.
Appendix: Your Career in Marketing.
Name & Company Index.
Subject Index.
International Index.

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.

Instructor's Companion Website for Boone/Kurtz's Contemporary Marketing, 17th

The text website includes valuable key instructor supplements: Instructor's Manual, Test Bank, and Basic and Expanded PowerPoint.

Cengage Testing, powered by Cognero® for Boone/Kurtz's Contemporary Marketing

Cengage Learning Testing Powered by Cognero is a flexible, online system that allows you to: Author, edit, and manage test bank content from multiple Cengage Learning solutions; create multiple test versions in an instant; deliver tests from your learning management system, your classroom or wherever you want!

Cengage Testing, powered by Cognero® for Boone/Kurtz's Contemporary Marketing, Instant Access

Cengage Learning Testing Powered by Cognero is a flexible, online system that allows you to: Author, edit, and manage test bank content from multiple Cengage Learning solutions; create multiple test versions in an instant; deliver tests from your learning management system, your classroom or wherever you want!



Custom LMS Integrated CleBook and Cartridge Instant Access for Contemporary Marketing - 180 days

Custom LMS Integrated CleBook and Cartridge Instant Access for Contemporary Marketing - 180 days

Compare Buying Options

Show More Show Less

Pricing Options

Contemporary Marketing

  • ISBN-10: 1305075366
  • ISBN-13: 9781305075368

Price USD$ 249.95

eBook: Contemporary Marketing 12Months

  • ISBN-10: 8000028301
  • ISBN-13: 9788000028309

Price USD$ 31.49

MindTap: Contemporary Marketing 12Months

  • ISBN-10: 1305477146
  • ISBN-13: 9781305477148

Price USD$ 114.00


*Purchase not available for this country