Boone和Kurtz合著的《市场营销学》一直是*重要的营销学入门教材之一。到目前为止,已经出版了12版。它*大的特色在于永远力求走在营销学发展的前沿,每出新的一版,作者团队都会加入大量的创新材料。该教材每一版都会选择一个全新的主题,在第12版中,作者选择了“体育事件营销”作为主题,将其贯穿于整版教材始终,旨在全面介绍营销学知识结构的同时,突出营销理念在各不同领域的实践操作应用性。为了便于教师讲授以及学生的学习,本版教材中还加了大量的特色专栏,如“营销者时间”营销名言1000句”“营销概念检视”等,使得本版教材更能体出“读者友好型”的特点。该教材作者团队勇于创新的写作风格使本版教材与上一版在内容和结构方面的改动都非常大,以至于它更像是一本新的教材。

Preface
PART1 DESIGNING CUSTOMER-ORIENTED MARKETING STRATEGIES
Chapter1 Marketing:Creating Satisfaction through Customer Relationships
Chapter2 Strategic Planning and the Marketing Process
Appendix Creating an Effective Marketing Plan
Chapter3 The Marketing Environment,Ethics and Social Responsibility
Chapter4 E-Commerce:Marketing in the Digital Age
PART2 UNDERSTANDING BUYERS AND MARKETS
Chapter5 Consumer Behavior
Chapter6 Business-to-Business(B2B)Marketing
Chapter7 Serving Global Markets
PART3 TARGET MARKET SELECTION
Chapter8 Marketing Research,Decision Support Systems and Sales Forecasting
Chapter9 Market Segmentation Targeting and Positioning
Chapter10 Relationship Marketing,Customer Relationship Managemaent(CRM) and One-to-One Marketing
PART4 PRODUCT DECISIONS
Chapter11 Product and Service Strategies
Chapter12 Category and Brand Management,Product Identificationa and New-Product Development
PART5 DISTRIBUTION DECISIONS
Chapter13 Marketing Channels and Supply Chain Management
Chapter14 Direct Marketing and Marketing Resellers:Retailers and Wholesalers
PART6 PROMOTIONAL DECISIONS
Chapter15 Integrated Marketing Communications
Chapter16 Advertising and Public Relations
Chapter17 Personal Selling and Slaes Promotion
PART7 PRICING DECISIONS
Chapter18 Pirce Concepts and Approaches
Appendix A-1
Notes N-1
Glossary 6-1
Indexes 1-1

David L,Kurtz,阿肯色州立大学教授,同时在山姆沃尔顿商学院(Sam M Walton College of Business)拥有大学教授的资格。