It's as current as todaay's headlines. A hallmark of any Kurtz & Boone text is its focus on how marketing concepts apply to today's business issues. After all, the book's position as the benchmark in measuring overall quality has been recognized by fellow U.S. and Canadian authors who voted it the first marketing text to recive the prestigious McGuffey Award for Excellence and Longevity.
    But Principles of Marketing 2006 goes far beyond ensuring overall accuracy and quality. Instructors have come to expect additional qualities form a Kurtz & Boone text: complete, easy-to-understand coverage of all relevant topics in a lively, engaging writing style that markes students forget that they are reading a college-level textbook. And when fellow students ask:
- "Why is it impossible for a principles of marketing text to cover the subject in less than 660 pages and under 20 chapter?" 

Part 1 Designing Customer-Oriented Marketing Strategies
Part 2 Understanding Buyers And Markets
Part 3 Target Market Selection
Part 4 Product Decisions
Part 5 Distribution Decisions
Part 6 Promotional Decisions
Part 7 Pricing Decisions