Contemporary Marketing, Chapters 13-20

by David Kurtz

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...

• Format: Paperback
• Language: English
• ISBN: 0030039126
• ISBN13: 9780030039126
• Release Date: January 1994
• Publisher: Harcourt Brace College Publishers
• Length: 319 Pages

Customer Reviews

Has both positive and negative examples.

I don't know why, but I didn't enjoy reading this book. It didn't seem right. I guess I'm not a big fan of marketing. However, concepts were explained quite well and overall it was informative. Unlike many business related books this one did have negative examples, complete with explanations what, how, and why something went wrong. For that I rate it at 4 stars.