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By Louis E. Boone, David L. Kurtz

Through the years, Boone and Kurtzs modern advertising has confirmed to be the most suitable instructing and studying resolution for ideas of selling classes. With each one groundbreaking re-creation, this bestseller in basic terms grows greater, development on prior milestones with intriguing new thoughts. The all-new Fourteenth variation maintains the Boone and Kurtz culture of providing the main technologically complex, student-friendly, instructor-supported textual content on hand. present, correct, and state of the art, modern advertising and marketing continues to be in a category on its own.

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Consider some current examples: ୴ Feeding America (formerly known as America’s Second Harvest) receives assistance from food manufacturers and grocery stores in distributing more than 2 billion pounds of food and grocery products to needy Americans. 20 ୴ Corporate Angel Network works with the National Business Aviation Association to provide free transportation for cancer patients traveling to and from their treatments using empty seats on corporate jets. D. 21 The diversity of not-for-profit organizations suggests the presence of numerous organizational objectives other than profitability.

Tomorrow’s market lead- business practices and marketplace success. ers will be companies that can make the most of Throughout the chapter—and the entire these strategies to create satisfied customers. book—we discuss customer loyalty and the This new edition of Contemporary lifetime value of a customer. Marketing focuses on the strategies that allow What Is Marketing? 1 Define marketing, The production and marketing of goods and services—whether it’s a new crop of organically grown vegetables or digital cable service—are the essence of economic life in any society.

Firms in a number of industries have 2. Give an example of how a firm can avoid overcome myopic thinking by developing broader marketing-oriented business ideas marketing myopia. that focus on consumer need satisfaction. 2 Avoiding Marketing Myopia Company Myopic Description Company Motto— Avoiding Myopia BMW Automobile The Ultimate Driving Machine Disneyland Amusement park The Happiest Place on Earth American Express Credit card company Don’t Leave Home Without It Rolaids Antacid How Do You Spell Relief?

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