Book Description
CONTEMPORARY MARKETING by Boone and Kurtz has proven to be the premier principles of marketing text and package since the first edition. With each edition, this best selling author team builds and improves upon past innovations, creating the most technologically advanced, student friendly, instructor supported text available. The twelfth edition continues to provide the most current and up-to-date content by including the most current coverage of topics such as one-to-one marketing, strategic planning, guerilla marketing, customer relationship management, and much more.
Book Description
Contemporary Advertising, 10/e, is one of the best-selling advertising texts in this field. Known as the “coffee table book” for Advertising, it is known for its current examples, the author’s ability to pull from real-world experiences, and the clear writing style. Taking a comprehensive view of the industry, this text presents advertising from the creative stand-point and Arens draws from his own industry experience to lend life to the examples. Author Bill Arens continues to address the importance of Integrated Marketing Communications (IMC) in the field of Advertising and how it impacts advertising strategy through featured examples of IMC campaigns.
Customer Reviews:
Contemporary Advertising.......2006-08-15
This is not only contemporary, but comprhensive. An excellent text that covers the range of history that leads to today's form of advertising, showing what has worked in the past, the present, and through the ages.
The text has excellent explanations of specific campaigns. Examples such as the rise of Mountain Dew, and how it became the strong brand today from the original drink mixer for moonshine is but one such example.
The text covers workflow and patterns that are unique to ad creation and leads the reader through the process through detailed copy, real world examples, and finished products.
Perhaps one of the suprising chapters is the production techniques. Too many come out of school with what they think are the goods on good advertising, but missing the boat on production and the inhereint limitations and production efforts involved. While not a how-to, the text certainly explains the processes.
The text goes into great length about how different forms of media use advertising. Radio is to Billboards as print is to televison, so the various sub types, buying patterns, influences and importance of each is well covered.
Overall a great resource for the classroom as well as some catch up reading for those confined to one form of media when branching out. This should be in every agency's library.
Excellent.......2005-10-01
It is a great book, and the service to receive it was excellent. It arrived when when it was suppose to and in great condition!!
Ok.......2005-07-07
It took long time to get the book, but I got the book finally
Contemporary Advertising with PowerWeb and CD-ROM.......2002-11-12
It would be nice if the glossary on the CD-ROM went along with the book - makes learning confusing. It would also be nice if ther was a uniform code of terms that went along with my other marketing classes. I had to ask my teacher what we were going by - the book or the CD-ROM terms - teacher says to forget the CD-ROM - also, I bought it used so I didn't recieve the card with details on how to get into the website.
Great book, but wordy.......2001-07-01
Great reference for marketing communications from advertising to sales promotion for new comers to the field. Good resource for small businesses as well. Outstanding examples throughout the text. Very readable, but could be more concise.
Book Description
CONTEMPORARY MARKETING 2006 by Boone and Kurtz has proven to be the premier principles of marketing text and package since the first edition. With each edition, this best selling author team builds and improves upon past innovations, creating the most technologically advanced, student friendly, instructor supported text available. This value-priced paperback text continues to provide the most current and up-to-date content by including the most current coverage of topics such as one-to-one marketing, strategic planning, guerilla marketing, customer relationship management, and much more.
Customer Reviews:
Good book.......2007-05-13
Good book for school. very basic examples.
might be to basic if you have work experience.
Book Description
Products often begin their lives as something extraordinary and as they grow they continue to evolve. The most successful products in the marketplace are those that know their strengths and have branded and marketed those strengths to form a passionate emotional connection with loyal users and relationships with new users every step of the way. In CONTEMPORARY MARKETING, 13e, students will find a text that includes everything they need to know in order to begin a marketing career, as well as things that will help them understand how to look at their own studies and their own careers as a marketing adventure. All the components of the marketing mix are included along with a lot of other compelling and thought-provoking ideas and concepts. Since its first edition, CONTEMPORARY MARKETING continues to showcase the foundations of marketing principles while featuring the newest trends and research in the discipline.
Book Description
Using real-world case studies throughout, this exploration of contemporary logistics describes the entire supply channel system — from inbound movement of freight through materials management to physical distribution to customers. State-of-the-art in perspective, it highlights topics that affect logistics channels management — including customer service, packaging, inventory management, traffic management and creating “value-added” linkages in the supply chain.
The authors provide an overview of logistics, elements of logistics systems including order management and customer service, protective packaging and materials handling, domestic and industrial transportation management, inventory, warehousing and supply management, analyzing, designing, and implementing a logistics system.
For individuals interested in contemporary logistics.
Customer Reviews:
Great Textbook.......2007-04-11
So far this has been the best reading textbook I've ever had. Of course, I'm biased since it is in the specialization area of my Master's Degree, so the material interests me. 1/2 way through the course, and learning alot from reading this book. Highly recommended.
Excellent Logistics Text.......2005-01-26
I used this text in a graduate logistics class, and while clearly written and suitable for beginners, it is also excellent for more advanced students. The eighth edition is very current with discussions of topics like JIT, JIT II, and early RFID technology (although much has happened in the last year in RFID, already making the text somewhat dated in that regard.) I found that the case studies were well written and the real world examples cited in the book were well conceived to illustrate the intended points. Learning goals and reviews were useful, and while I did not use all of the reviews, the ones I did use assisted my comprehension of the material.
This book is great for an aspiring logistician or someone already in the workforce as a logistics or supply chain professional. This is definitely one of the best texts I have been exposed to in my graduate business classes, and I firmly believe that it would be equally useful in an upper level undergraduate class as well. I deducted one star not for any shortcoming of the book per se, but because of the outrageous price, which is, of course no fault of the author.
Required reading for the new logistics professional.......2000-07-19
Anyone working in the logistics and delivery field must read this book and keep it in your library. The book is all-inclusive so you don't need lots of others. This may help justify the high price.
Product Description
Book Description
CONTEMPORARY MARKETING by Boone and Kurtz has proven to be the premier principles of marketing text and package since the first edition. With each edition, this best selling author team builds and improves upon past innovations, creating the most technologically advanced, student friendly, instructor supported text available. The twelfth edition continues to provide the most current and up-to-date content by including the most current coverage of topics such as one-to-one marketing, strategic planning, guerilla marketing, customer relationship management, and much more.
Book Description
Unique in its incredible thoroughness, this is the most comprehensive direct/interactive marketing book on the market. Current and relevant concepts—customer relationships, database marketing, information privacy, telemarketing, research and testing, global and ethical issues, and more—will prepare individuals to be competitive in the job market and workforce. Other “hot topics” include legal issues, non-profit organizations, business-to-business applications, customer service and fulfillment, and creative and quantitative issues. For any business professionals working for a for-profit or nonprofit business or governmental agency; professionals of businesses of any size; and entrepreneurs.
Book Description
A leading Bombay advertising agency justifies as traditionally Indian the highly eroticized images it produces to promote the KamaSutra condom brand. Another agency struggles to reconcile the global ambitions of a cellular-phone service provider with the ambivalently local connotations of the client’s corporate brand. When the dream of the 250 million-strong âIndian middle classâ goes sour, Indian advertising and marketing professionals search for new ways to market âthe Indian consumerâânow with added cultural differenceâto multinational clients.
An examination of the complex cultural politics of mass consumerism in a globalized marketplace, Shoveling Smoke is a pathbreaking and detailed ethnography of the contemporary Indian advertising industry. It is also a critical and innovative intervention into current theoretical debates on the intersection of consumerist globalization, aesthetic politics, and visual culture. William Mazzarella traces the rise in India during the 1980s of mass consumption as a self-consciously sensuous challenge to the austerities of state-led developmentalism. He shows how the decisive opening of Indian markets to foreign brands in the 1990s refigured established models of the relationship between the local and the global and, ironically, turned advertising professionals into custodians of cultural integrity.
Product Description
Book Description
CONTEMPORARY MARKETING 2006 by Boone and Kurtz has proven to be the premier principles of marketing text and package since the first edition. With each edition, this best selling author team builds and improves upon past innovations, creating the most technologically advanced, student friendly, instructor supported text available. This value-priced paperback text continues to provide the most current and up-to-date content by including the most current coverage of topics such as one-to-one marketing, strategic planning, guerilla marketing, customer relationship management, and much more.
Book Description
Boone and Kurtz's Contemporary Marketing has proved to be the premier introduction to marketing text and package, edition after edition. With each edition, this best selling author team builds and improves upon past innovations, creating the most technologically advanced, learner friendly, instructor supported text available. Contemporary Marketing 2005, paperback edition, continues this tradition by providing the most current and up-to-date content including updated opening vignettes and boxed features that cover events that have taken place in marketing over the past year.
Customer Reviews:
Well Designed Book!.......2005-07-26
I had to get this book for a Marketing class I had to take. The design of the book was awesome! I really enjoyed the Chapter video cases that provided current examples of the marketing concepts covered. The "marketing dictionary" section in the lower right hand corners made studying a breeze. Not only do the authors give examples of the marketing concepts and strategies with current examples, they also provide the "Marketing Miss" section, which points out real marketing problems, their outcomes and lessons learned. There is also a "'net Work" section in each chapter, where you can go only line and research marketing data! I enjoyed reading this book, so getting through two chapters a week wasn't a grind (unlike my management book... but that's another story).
Horrid. Useless. Ugly. Brought to you by Krispy Kreme.......2005-04-29
This was the textbook for my introductory marketing course. It has only provided one insight for me, and that is that business schools often find horrendous ways to teach.
The cover should be a warning for anyone considering this book. It's a big ad for Krispy Kreme. A box of Krispy Kreme donuts. A tray of their popular glazed donuts. A cup of Krispy Kreme coffee. The words "Glazed, Jelly, Chocolate-Iced, Custard-Filled." What is this book trying to do, teach us about marketing or make us crave sticky pastries? There's something wrong and disgusting about using an educational tool as a form of product placement.
It only gets worse inside. The book tries to make up for its lack of substance with bright colors, strangely designed diagrams and weird anecdotes in the margins that barely even relate to the topic at hand. Even worse are the constant display of ads with captions that struggle to justify why they're there at all. Certainly, promotions is a key part of marketing, but I can't help but get the feeling that the reason why these particular ads are included is because the company paid the publisher, not because they're good examples.
The only reason why I'm even keeping this waste of paper is to remind me of why I'm so disgusted with the attitudes endorsed here. Unfortunately, this isn't the only business class I've hated because of its poorly developed ideas and lack of objective proof. As such, I plan on focusing more on my psychology degree and dropping business - a person shouldn't have to endure this kind of frustration for the sake of getting an education.
If you're a professor, let me make this clear, THIS BOOK IS A VERY BAD CHOICE. I would only suggest you use it if you want your students to come to class, as they won't be able to glean anything intelligent from the book by itself. If you're a student who has to buy this book for a class, I offer my most sincere condolences.
Books:
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- Creating A Lean Culture: Tools To Sustain Lean Conversions
- Delivering Project Excellence With the Statement of Work
- Derivatives Markets (2nd Edition) (Addison-Wesley Series in Finance)
- Designing Your Second Life
- Difficult Conversations: How to Discuss what Matters Most
- Economics: Principles, Problems, and Policies, 16th Edition
- Enlightened Leadership
- Essential Managers Manual
Books Index
Books Home
Recommended Books
- Rebuilding Labor: Organizing and Organizers in the New Union Movement
- History: Fiction or Science
- Baker's Biographical Dictionary of Twentieth-Century Classical Musicians
- Capitalist Development and Crisis Theory: Accumulation, Regulation and Spatial Restructuring
- Counter Hack Reloaded: A Step-by-Step Guide to Computer Attacks and Effective Defenses
- Learning and Soft Computing: Support Vector Machines, Neural Networks, and Fuzzy Logic Models
- History: Fiction or Science
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- Goodbye, Goodness: A Novel
General
| Business & Investing
| Subjects
| Books
MP Fundamental Accounting Principles (1-25) and Circuit City Annual Report
West's Business Law tenth edition
Understanding Business, 7th Edition (Book & CD-ROM)
Fundamentals of Managerial Economics (with Economic Applications Access)
Contemporary Marketing (12th Edition) Audio Chapter Reviews
