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 | | Contemporary Marketing by Louis E. Boone, David L. Kurtz ISBN-10: 9780030540189 ISBN-10: 0-03-054018-6 ISBN-13: 9780030540189 ISBN-13: 978-0-03-054018-9 Hardcover 1991-10 Harcourt School Find Lowest Price |
Editorials | ||
Book Description Boone and KurtzÆs 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, student friendly, instructor supported text available. The tenth edition is the first text to devote two full chapters (an entire part) to technology issues. Part Two, Managing Technology to Achieve Marketing Success, explores emerging e-commerce concepts and related issues and also includes an entire chapter devoted to the impact of technology and the Internet on relationship marketing. | ||
Reviews | ||
Dry and boring. I realize this is a textbook, and as such, I didn't expect it to be scintilating. This text, however, did not even meet up to my limited expectations- the chapters are way too long and attempt to conver too much material. It would have been useful if the authors attempted to break up the material into smaller, more digestible bits. All in all, this book is extremely dry. | ||
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. | ||