Contemporary Marketing by Louis E. Boone, David L. Kurtz

Product Details

Synopsis

Over the years, Boone and Kurtz's CONTEMPORARY MARKETING has proven to be the premier teaching and learning solution for principles of marketing courses. With each groundbreaking new edition, this bestseller only grows stronger, building on past milestones with exciting new innovations. The all-new Fourteenth Edition continues the Boone and Kurtz 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.

Booknews

This text comprises an updated, softcover version of . Boone (U. of South Alabama) and Kurtz (U. of Arkansas) present 19 chapters that cover the contemporary marketing environment; managing technology to achieve marketing success; marketing planning, information, and segmentation; customer behavior; and product, distribution, promotional, and pricing strategies. Contains many color illustrations. Annotation c. Book News, Inc., Portland, OR (booknews.com)

Biography

For the past 35 years, Louis E. Boone and David L. Kurtz have pursued distinguished academic careers. Each has taught at a number of major U.S. and foreign universities, and the two have collaborated on writing best-selling books. Their publications have been translated into Chinese, French, Indonesian, Italian, Polish, Portuguese, and Spanish. They have lectured extensively throughout North America, Europe, Asia, and Australia. Kurtz and his wife live in Rogers, Arkansas, where he holds a university professorship at the University of Arkansas in nearby Fayetteville.

During Dave Kurtz's high school days, no one in Salisbury, Maryland, would have mistaken him for a scholar. In fact, he was a mediocre student, so bad that his father steered him toward higher education by finding him a succession of backbreaking summer jobs. Thankfully, most of them have been erased from his memory, but a few linger, including picking peaches, loading watermelons on trucks headed for market, and working as a pipefitter's helper. Unfortunately, these jobs had zero impact on his academic standing. Worse yet for Dave's ego, he was no better than average as a high school athlete in football and track. Fortunately, four years at Davis & Elkins College in Elkins, West Virginia, turned him around. Excellent instructors helped get Dave on a sound academic footing. His grade point average soared—enough to get him accepted by the graduate business school at the University of Arkansas, where he met Gene Boone. Gene and Dave became longtime co-authors; together they have produced more than 50 books. In addition to writing, Dave and Gene have been partners in several entrepreneurial ventures. Today, Dave isback teaching at the University of Arkansas after tours of duty in Ypsilanti, Michigan; Seattle, Washington; and Melbourne, Australia. He is the proud grandfather of five "perfect" kids and a sportsman with a golf handicap too high to mention. Dave, his wife, Diane, and four demanding canine companions (Daisy, Lucy, Molly, and Sally) live in Rogers, Arkansas. Dave also holds a distinguished professorship at the Sam M. Walton College of Business in nearby Fayetteville, home of the Arkansas Razorbacks.