1. Marketing: el arte y la ciencia de satisfacer a los
clientes.
2. Planeación estratégica en el marketing moderno.
3. El entorno, la ética y la responsabilidad social en
marketing.
4. Negocios electrónicos: manejo de la experiencia del cliente.
5. Comportamiento del consumidor.
6. Marketing de negocio a negocio.
7. Marketing global.
8. Investigación de mercados y elaboración de pronósticos de
ventas.
9. Segmentación, selección del mercado meta y posicionamiento.
10. Marketin relacional y administración de relaciones con el
cliente.
11. Estrategias del producto y del servicio.
12. Desarrollo y administración de la marca y de las categorías de
productos.
13. Administración de los canales de marketing y de la cadena de
suministro.
14. Minoristas, mayoristas y empresas de venta directa.
15. Comunicaciones integradas de marketing.
16. Publicidad y relaciones públicas.
17. Venta personal y promoción de ventas.
18. Conceptos de fijación de precios.
19. Estrategias de fijación de precios.
Apéndices.
David L. Kurtz has taught at a number of major U.S. and foreign
universities, and collaborated on writing best-selling books with
Louis E. Boone. Their publications have been translated into
Chinese, French, Indonesian, Italian, Polish, Portuguese, and
Spanish. Dave has lectured extensively throughout North America,
Europe, Asia, and Australia.
Dave attended Davis & Elkins College in Elkins, West Virginia for
four years, and was then 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. After a long and
distinguished career, Dr. Louis E. Gene" Boone passed away just
before the publication of the Thirteenth Edition of CONTEMPORARY
MARKETING. Over the years, students and colleagues at the
University of Tulsa, the University of South Alabama and other
schools in the U.S., Australia and Europe were fortunate to be
influenced by Dr. Boone's insights. Many marketing instructors knew
Dr. Boone through his prominent career and remember the numerous,
significant contributions he made to business education. Dr. Boone
served as a pioneer in the marketing discipline and was, arguably,
the most creative business writer of his generation."
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