Contemporary Marketing

Boone and Kurtz's 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.