Contemporary Marketing and Economics and the Theory of Games

Contemporary Marketing

Author: Louis E Boon

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.

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This text comprises an updated, softcover version of . Boone (U. of South Alabama) and Kurtz (U. of Arkansas) present 19 chapters that cover the contemporary marketing environment; managing technology to achieve marketing success; marketing planning, information, and segmentation; customer behavior; and product, distribution, promotional, and pricing strategies. Contains many color illustrations. Annotation c. Book News, Inc., Portland, OR (booknews.com)

Table of Contents:

Part I. The Contemporary Marketing Environment. 1. Customer-Driven Marketing. 2. The Marketing Environment, Ethics, and Social Responsibility. 3. Global Dimensions of Marketing. Part II. Managing Technology to Achieve Marketing Success. 4. E-Commerce: Electronic Marketing and the Internet. 5. Succeeding Using Relationship and Database Marketing. Part. III. Marketing Planning, Information, and Segmentation. 6. Marketing Planning and Forecasting, (completely new planning appendix). Appendix Developing a Marketing Plan. 7. Marketing Research and Decision-Support Systems (expanded discussion of data mining). 8. Market Segmentation, Targeting, and Positioning. Part. IV. Customer Behavior. 9. Consumer Behavior. 10. Business to Business Marketing (SIC material has been replaced with the new NAISC Classification System ). Part. V. Product Strategy. 11. Product Strategies. 12. Brand Management and New Product Planning (new information on captive brand s). Part. VI. Distribution Strategy. 13. Marketing Channels and Logistics Management. 14. Retailing, Direct Marketing, and Wholesaling. Part. VII. Promotional Strategy. 15. Integrated Marketing Communications (new information on online sponsorships). 16. Advertising, Sales Promotion, and Public Relations (new information on banner ads, intertestial ads and advertorials). 17. Personal Selling and Sales Force Management. Part. VIII. Pricing Strategy. 18. Price Determination. 19. Managing the Pricing Function.

Economics and the Theory of Games

Author: Fernando Vega Redondo

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Table of Contents:

	Preface
1	Theoretical framework	1
2	Strategic-form analysis: theory	30
3	Strategic-form analysis: applications	72
4	Refinements of Nash equilibrium: theory	110
5	Refinements of Nash equilibrium: applications	151
6	Incomplete information: theory	188
7	Incomplete information: applications	231
8	Repeated interaction: theory	281
9	Repeated interaction: applications	324
10	Evolution and rationality	355
11	Learning to play	398
12	Social learning and equilibrium selection	446
	Bibliography	501
	Index	507