Description
CONTEMPORARY MARKETING 16E 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 Sixteenth 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. Available with InfoTrac Student Collections http://gocengage.com/infotrac.
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This marketing textbook explains how to design customer-oriented marketing strategies, understand buyers and markets, select target markets, and make product, distribution, promotional, and pricing decisions. This edition has opening vignettes and features on the evolution of brands, new photos and advertisements, new video cases, new career readiness boxes, new coverage of the impact of social media (including a new chapter), and new online resources. It also includes the current American Marketing Association definition of marketing; new marketing technologies, including social marketing and sustainability; an updated distribution chapter with expanded discussion of online communities and social networks; an updated section on government data using information from the 2010 Census; updated discussion of internet-based methods for surveying participants; more on interpretative research; updated sections on pricing strategy, location and distribution strategy, and direct-response retailing; and new examples in the informative, persuasive, and reminder advertising sections. The appendix on marketing careers has been moved online. Annotation ©2014 Ringgold, Inc., Portland, OR (protoview.com)
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