Contemporary Marketing

Bys: David L. Boone and Kurtz

No Synopsis Available.

• Format: Misc. Supplies
• Language: English
• ISBN: 0324192134
• ISBN13: 9780324192131
• Release Date: January 2003
• Publisher: South-Western

Customer Reviews

good

I bought this book for my daughter and it was in a very good conditions, it was used and looks like new. The only thing I have to say, shipping took longer.

Very relevant to current times

A very recent book that explicitly relates recent important events to how to perform marketing of your products. Perhaps the most important is of course the terrorist attacks of September 2001, and the resultant war [wars?] on terrorism. Then too, there were the huge corporate scandals (Enron, Global Crossing...) that helped generate scepticism of large companies. How can you decide on a marketing campaign when such is the societal backdrop? Boone offers useful suggestions or strategies. One virtue of the book is that this analysis gives it a very practical ambience. You don't feel like you're thumbing through the pages of some abstract intellectual debate, or some fine nuance of accounting on pricing options, say. But an unavoidable side effect is that the book's very explicit invocation of recent events will make this edition VERY dated in just a few years. Well, perhaps Boone will issue new editions as the years go on.