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Reimagine a practically focused and timely introduction to the foundations of marketing today with the innovative approach found in Boone/Kurtz's best-selling CONTEMPORARY MARKETING, 19E. This edition focuses on application-based learning with streamlined content that highlights real skills that marketing professionals use on a regular basis. Rather than introducing an overly broad array of topics, this edition thoroughly explores today's most relevant and important concepts, research and best practices, including marketing analytics and the career readiness skills most important for student success. As a result of this practical approach, students learn more in less time. Memorable opening and closing examples for each section further advance learning objectives and demonstrate concepts in action to increase comprehension and retention of key concepts, while a wealth of applications further prepare students to become effective marketers.
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