Publisher's Synopsis
Eight editions of continuous improvement have led to the most exciting introductory marketing package in classroom history. This new edition continues to set the innovative standard, being the first to truly integrate international coverage, including outstanding video cases and video package, all-new boxed examples and expanded coverage of services for current coverage of today's dynamic marketing issues. Features: * Complete international integration is achieved through Chapter 4, Global Dimensions of Marketing, as well as hundreds of international examples, and dozens of figures and photos throughout the text which reflect current international companies and concepts. * Services marketing is covered in a separate chapter in Part IV. Examples of services marketing are integrated throughout the text. * "Diversity in the Marketplace" boxes integrate cultural, ethnic, gender, and physical diversity with each chapter topic.;* "Focus on Ethics" boxes (all examples are New to this edition: * Opening vignettes set the stage for each chapter with compelling examples such as the Nickelodeon TV networks' on-line marketing research, Motorola's quality improvement efforts, and Vision Express' foray into the former USSR. * Current advertising examples demonstrate the application of marketing concepts by companies such as Honda, Citibank, and The Gap. * Complete integration of the book with each of its ancillaries makes Boone & Kurtz the most comprehensive teaching package to use and the most fulfilling for students to experience. * The Contemporary Marketing Video Disk set contains graphics, stills, maps and video clips that can be used with any of our marketing texts. * A new Chapter 2 combining Quality and Customer Service sets the stage for discussing quality and customer satisfaction issues related to the marketing function. Early placement of these topics helps students better understand this concept related to the competitive environment and the overall impact of the customer focus on marketing programs.;Coverage includes statistical quality control, TQM relating to the four P's, employee empowerment, and analyzing internal company processes in terms of external competitiveness. * The "Channel Strategy" and "Wholesaling" chapters have been combined into a single chapter to reflect the new synergies of marketing and distribution. * Completely revised Chapter 6 (marketing research) emphasizes marketing decision support systems and other contemporary research issues. New material includes coverage of international research sources such as Citibank's global Report, and a new section on technology and marketing research. * New material on Relationship Marketing in chapter 5 stresses the contemporary emphasis on customer relationships that has become an essential part of marketing in the 1990's. Other issues of Relationship Marketing and customer value are found in chapters 13, 14, 15 and 18. * Expanded coverage of direct marketing in the promotions chapter and the channels chapter provides extensive, up-to-date information pertinent to this topic.;* Many new computer application problems appear at the end of each chapter to provide hands-on experience and to foster students' analytical thinking. * All new opening vignettes, end-of-chapter cases. An additional 20 cases have been placed at the end of the book. * Integrated Marketing Career Tracks software including self-assessment and resume software, is linked with a new career appendix. A software module can also be linked with the video segments profiling the marketing career paths of executives from such as Cadillac, Marriott, Whirlpool, and the Toronto Blue Jays. Career Design software makes this the book that best prepares marketing students for career planning. * New laser disk program designed to enhance the classroom teaching/media encounter with level three interactive for those who want it, and yet flexible for the novice multimedia user. Three laser disks contain 20 new chapter-specific video segments, all transparencies, all figures and graphics from the book, interactive discussion questions developed especially for video-supported lectures, more new ads integrated to key concepts within each chapter.;* Lecture Active Presentation Software provides easy and efficient access to motion video and animation sequences, graphics, and still images from the laser disk. * Twenty new video case studies have been custom designed and produced so that they correspond to the 20 chapters of the text. Produced in partnership with marketing instructors at Central Michigan University and successful, well-known companies, they enable the actor to illustrate the essential content for each chapter. The accompanying end-of-video career profiles are also coordinated.
