Contemporary Marketing, 15th Edition
By DAVID L. KURTZ
Distinguished Professor of Marketing and
R.A. and Vivian Young Chair of Business Administration
University of Arkansas
Marketing continues to change at a record pace. Only one text keeps you well ahead of the curve-edition after edition. Boone & Kurtz’s Contemporary Marketing remains synonymous with innovation, equipping instructors and students with the very best teaching and learning solutions on the market. Period.
Read the rest of this entry »
September 22nd, 2011 | Posted in Marketing | No Comments
Dismantling Barriers
• Barriers to good communication take many forms.
These can be physical (for example staff located in different buildings or on different sites) or physiological (from individuals’ personal discomfort, or caused by ill health, poor eye sight or hearing difficulties), but by far the biggest group of barriers are to do with messages going wrong: poor communication, by any other name.
Read the rest of this entry »
May 21st, 2013 | Posted in Marketing | No Comments
Negotiation Skills
• Know that negotiation is not just for business deals-it is something that people do all the time.
For example, people may use it in their social lives for deciding a time to meet, or where to go on a rainy day. In working with the public, it is ‘bread and butter’.
Read the rest of this entry »
May 19th, 2013 | Posted in Marketing | No Comments
Challenging
• Learn to challenge constructively.
If you do need to challenge someone else’s statement or behaviour, try to avoid doing so in a confrontational way. Good challenging should be a way of helping people to accept something they need or to revise their opinion without entering into a ‘tug-of-war’ with them. It does not mean taking an accusatory stance or being aggressive. In essence, it is getting across a message that the client might not want to hear, or hadn’t been aware of.
Read the rest of this entry »
May 17th, 2013 | Posted in Marketing | No Comments
Disclosure
• It can be instinctive to want to disclose details about yourself in order to establish a rapport with your client.
It may seem natural to talk about your own problems or experiences-for example if you have experienced similar problems to your client-but think twice before you do so. Your situation is never the same as someone else’s; even if you think the circumstances are remarkably similar, the client may disagree. Factors such as your status, your education and your role as a professional can make a difference.
Read the rest of this entry »
May 15th, 2013 | Posted in Marketing | No Comments
