Table of Contents

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.

About the Author

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."