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.
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September 22nd, 2011 | Posted in Marketing | 14 Comments
You may have heard that the most successful form of marketing is word of mouth. Customer testimonials are extremely powerful, and word of mouth has long been the most effective and least expensive form of marketing possible. When one of your customers talks positively about your company to a friend, it’s free advertising!
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January 27th, 2012 | Posted in Marketing | No Comments
Absolute advantage (theory): A theory first presented by Adam Smith, which holds that because certain countries can produce some goods more efficiently than other countries can, they should specialize in and export those things they can produce more efficiently and trade for other things they need. In other words this is the ability to produce a good or service more cheaply than it can be produced by competitors elsewhere.
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January 26th, 2012 | Posted in Dictionary of Marketing | No Comments
Twenty years ago, interruption marketing held sway. Traditional interruption advertising-television, radio, print, and billboards-are all designed to interrupt what you’re doing and break your concentration. While reading an article you turn the page-and a full-page ad hits you in the face. You’re at the climactic scene in your favorite television show when it cuts to a commercial. You’re driving along a country road, admiring the scenery-and a billboard comes into view.
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January 25th, 2012 | Posted in Marketing | No Comments
Abrasive advertising: A term used in the context of those advertisements which created unpleasant memories but in the end made the name of the brand remembered by the consumers for which the advertisement appeared in a media vehicle. There is thinking in some advertising circles that the memory of an unpleasant commercial that saturates the media and antagonizes listeners or viewers may in the end dissipate, leaving only the brand name and the persuasive message in the minds of consumers.
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January 24th, 2012 | Posted in Dictionary of Marketing | No Comments
You might be thinking, “So what, it’s just a bunch of kids chatting about the weekend or uploading goofy videos!” But social media is more than just about teenagers texting updates to Facebook while they’re in class. Social media is at the apex of a roller coaster; it has been gaining in users and momentum, and it’s already making inroads into the mainstream. As such, its importance is growing every single day.
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January 23rd, 2012 | Posted in Marketing | No Comments
Above-the-line advertising: An alternative term used sometimes for general media advertising. This includes Press, TV, Radio, Cinema and Outdoor, which traditionally pay recognized agency commission on the purchase of media time and space.
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January 22nd, 2012 | Posted in Dictionary of Marketing | No Comments
Social media is a broad term to describe all the different kinds of content that form social networks: posts on blogs or forums, photos, audio, videos, links, profiles on social networking web sites, status updates, and more. Social media allows people with no knowledge of coding or web development to upload and post unique content easily and share with the world instantly. Simply put, social media is any kind of information we share with our social network, using social networking web sites and services.
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January 21st, 2012 | Posted in Marketing | No Comments
Above market pricing: A pricing method used when marketers/retailers want to convey a prestige image of certain product(s) or brand(s) and set price above the normal market price. This type of pricing is used when little or no competition is at hand.
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January 20th, 2012 | Posted in Dictionary of Marketing | No Comments
The phrase social networking may be a relatively new buzzword, but social networks have been around as long as civilization. The term was coined in the 1950s, when anthropologist J.A. Barnes used the phrase to describe the relationships between people in a Norwegian fishing village.1 Social networks are just a way to describe our relationships with one another, and the interconnectedness of those relationships. We humans have always arranged ourselves into certain social groups-you’re connected with other people through family, friendships, religious beliefs, financial status, education, political beliefs, and more.
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January 19th, 2012 | Posted in Marketing | No Comments
ABC model of attitudes: A multidimensional perspective, used in the context of consumer behaviour, stating that attitudes are jointly defined by affect, behavior and cognition.
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January 18th, 2012 | Posted in Dictionary of Marketing | No Comments
