Contemporary Marketing
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Book Description:
Explore the latest in marketing with “Contemporary Marketing” by Boone and Kurtz. This edition dives into digital marketing, data analytics, and sustainability, using real-world examples from top companies like Amazon. Essential for students and professionals.
Contemporary Marketing
Authors: Louis E. Boone, David L. Kurtz
Publisher: Cengage Learning
ISBN: 9781337559516
Book Description:
Contemporary Marketing provides a comprehensive and current overview of marketing fundamentals and their application in today’s dynamic business environment. The authors ground their discussion of key marketing concepts and models in real-world examples and applications from leading companies such as Amazon, Nike, and Apple.
This edition features updated content throughout, including discussions of the latest developments in digital marketing, data analytics, marketing automation, and sustainability. Students will also appreciate the book’s chapter-opening vignettes, which introduce real-world marketing cases and provide context for the material to follow.
Contemporary Marketing is an essential resource for undergraduate and graduate students of marketing, as well as practitioners looking to stay up-to-date on the latest marketing practices.
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