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Contemporary Marketing, 20th Edition

Louis E. Boone, David L. Kurtz

  • Copyright 2026
  • {{checkPublicationMessage('Published', '2025-01-02T00:00:00+0000')}}
Starting At $84.95 See pricing and ISBN options
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Contemporary Marketing 20th Edition by Louis E. Boone/David L. Kurtz
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Overview

Discover a new perspective on your introduction to marketing course with the proven and innovative approach of Boone/Kurtz' CONTEMPORARY MARKETING, 20th Edition. A new chapter format outlines key topics and includes Assessment Checks to assess student comprehension. Real-life case studies, featuring Meta, Simon Property Group and Misfit Market, provide examples that deepen your understanding of marketing. This content focuses on practical skills, offering a comprehensive and engaging resource for teaching and learning. Students can learn with MindTap, which provides assignments, case activities, practice quizzes and flashcards to reinforce their understanding of marketing concepts. This package of resources is an effective teaching and learning experience. Instructors have access to resources such as Test Banks, Power Points and Instructor Manuals through the Instructor Resource Center.

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Meet the Authors

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Louis E. Boone

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.

David L. Kurtz

Dr. David L. Kurtz has taught at a number of major U.S. and foreign universities and has co-authored best-selling books with Dr. Louis E. Boone. Their publications have been translated into Chinese, French, Indonesian, Italian, Polish, Portuguese and Spanish. Dr. Kurtz has lectured extensively throughout North America, Europe, Asia and Australia. He attended Davis & Elkins College in Elkins, West Virginia, before entering the graduate business school at the University of Arkansas, where he met Dr. Gene Boone. As longtime co-authors, Dr. Boone and Dr. Kurtz wrote more than 50 books. In addition to writing, the two served as partners in several entrepreneurial ventures. Today, Dr. Kurtz teaches at the University of Arkansas after duty tours in Ypsilanti, Michigan; Seattle; and Melbourne, Australia. He is the proud grandfather of five and a sportsman with a golfing handicap too high to mention. Dr. Kurtz, his wife Diane and four demanding canine companions (Daisy, Lucy, Molly and Sally) live in Rogers, Arkansas. Dr. Kurtz holds a distinguished professorship at the Sam M. Walton College of Business in nearby Fayetteville, home of the Arkansas Razorbacks.

What's New

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  • Enhanced chapters focus on conceptual understanding. Chapter introductions outlines key topics and new assessment checks gauge comprehension, encouraging deeper engagement with material.
  • New chapter examples and end of chapter case studies feature real-life companies such as Meta and Misfit Market that provide powerful illustrations of chapter concepts.

Features

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  • Emphasis on real-world applications are included so students can develop a holistic perspective on contemporary marketing by effectively connecting theory with practice through real-world examples.
  • A Marketing Analytics Module introduces marketing analytics with algorithmically generated Excel Online assignments that help students conceptualize analytics in the real world.
  • Comprehensive teaching supplements include a Test Bank (4,000+ questions), Instructor's Manual, detailed lecture outlines, a solution guide, collaborative exercises and PowerPoint® presentations.
  • MindTap supports instructors with student assessment solutions. Organize assignments and evaluate student progress in real-time and with digital resources and tools.

Table of Contents

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Preface.
Part I: DESIGNING CUSTOMER-ORIENTED MARKETING STRATEGIES.
1. Marketing: The Art and Science of Satisfying Customers.
2. Strategic Planning in Contemporary Marketing.
3. The Marketing Environment, Ethics, and Social Responsibility.
4. E-Business: Managing the Customer Experience.
5. Social Media: Living in the Connected World.
Part II: UNDERSTANDING BUYERS AND MARKETS.
6. Consumer Behavior.
7. Business Markets and Buying Behavior.
8. Global Marketing.
Part III: TARGET MARKET SELECTION.
9. Market Segmentation, Targeting, and Positioning.
10. Marketing Research.
Part IV: PRODUCT DECISIONS.
11. Product and Branding Concepts.
12. Developing and Managing Products.
Part V: PRICING DECISIONS.
13. Pricing Concepts.
14. Pricing Strategies.
Part VI: DISTRIBUTION DECISIONS.
15. Distribution Channels and Supply Chain Management.
16. Retailing and Direct Marketing.
Part VII: PROMOTIONAL DECISIONS.
17. Integrated Marketing Communications, Advertising, and Public Relations.
18. Personal Selling and Sales Promotion.
Appendix A: Developing an Effective Marketing Plan.
Appendix B: Financial Analysis in Marketing.
Appendix C: Marketing Analytics.
Online.
Appendix: Your Career in Marketing.
Glossary.
Name & Company Index.
Subject Index.
International Index.

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MindTap Options

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MindTap
Each MindTap product offers the full, mobile-ready textbook combined with superior and proven learning tools at one affordable price. Students who purchase digital access can add a print option at any time when a print option is available for their course.

This Cengage solution can be seamlessly integrated into most Learning Management Systems (Blackboard, Brightspace by D2L, Canvas, Moodle, and more) but does require a different ISBN for access codes. Please work with your Cengage Learning Consultant to ensure the proper course set up and ordering information. For additional information, please visit the LMS Integration site.

Standalone Digital Access — Ultimate Value

Recommended and most popular

  • ISBN-10: 8214041112
  • ISBN-13: 9798214041117
  • RETAIL $84.95
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Textbook Only Options

Traditional eBook and Print Options

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  • ISBN-10: 821404121X
  • ISBN-13: 9798214041216
  • RETAIL $84.95

  • ISBN-10: 8214041104
  • ISBN-13: 9798214041100
  • RETAIL $214.95
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Supplements

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Cengage provides a range of supplements that are updated in coordination with the main title selection. For more information about these supplements, contact your Learning Consultant.

FOR STUDENTS

MindTap for Boone/Kurtz' Contemporary Marketing, 1 term Instant Access

ISBN: 9798214041117
MindTap for Boone/Kurtz' CONTEMPORARY MARKETING, 20th Edition, is a powerful online learning platform specifically designed to support principles of marketing instructors and empower their students. With MindTap, instructors have full control over their course, allowing them to offer personalized and engaging content that helps build student confidence. MindTap for Boone/Kurtz' CONTEMPORARY MARKETING, 20th Edition, includes a range of updated resources such as assignments, case activities, practice quizzes and flashcards. These resources are designed to reinforce students' understanding of marketing concepts and facilitate the application of these concepts to enhance their learning experience. By utilizing MindTap, students receive tools and resources to support their success in marketing, develop a strong foundation and gain a competitive edge for their future careers.