Marketing
by Lamb, Charles W.; Hair, Joe F.; McDaniel, CarlEdition: 7th
Format: Hardcover
Pub. Date: 2003-01-03
Publisher(s): South-Western College Pub
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Summary
The exciting new edition of Marketing continues the established tradition of adding value far beyond the expectations of the learners. Extensive research has been done to ensure this edition provides a comprehensive, up-to-the-minute introduction to the field of marketing. Key principles are illustrated by hundreds of fresh, new examples, while the latest concepts and theories are covered in detail with numerous illustrations. Organized around the marketing mix, this thoroughly revised text provides learners with an exhilarating first introduction to the dynamic world of marketing.
Table of Contents
| The World of Marketing | |
| Overview of Marketing. Career Appendix | |
| Strategic Planning for Competitive Advantage. Marketing Plan Appendix | |
| Social Responsibility, Ethics, and the Marketing Environment | |
| Developing a Global Vision | |
| Analyzing Market Opportunities | |
| Consumer Decision Making | |
| Business Marketing | |
| Segmenting and Targeting Markets | |
| Decision Support Systems and Marketing Research | |
| Product Decisions | |
| Product Concepts | |
| Developing and Managing Products | |
| Services and Nonprofit Organization Marketing | |
| Place (Distribution) Decisions | |
| Marketing Channels and Supply Chain Management | |
| Retailing | |
| Promotion Decisions | |
| Integrated Marketing Communication | |
| Advertising and Public Relations | |
| Sales Promotion and Personal Selling | |
| Pricing Decisions | |
| Pricing Concepts | |
| Setting the Right Price | |
| Technology-Driven Marketing | |
| Customer Relationship Management | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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