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Essentials of Marketing / Edition 7
     

Essentials of Marketing / Edition 7

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by Charles W. Lamb, Joe F. Hair, Carl McDaniel
 

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ISBN-10: 0538478349

ISBN-13: 9780538478342

Pub. Date: 01/01/2011

Publisher: Cengage Learning

Achieve marketing success with the best up-to-the-minute coverage of key marketing topics in this complete, yet brief, ESSENTIALS OF MARKETING, 7E by award-winning authors Lamb/Hair/McDaniel. This edition's fresh, streamlined design focuses on captivating examples and innovative applications that ensure readers not only understand marketing concepts, but also know

Overview

Achieve marketing success with the best up-to-the-minute coverage of key marketing topics in this complete, yet brief, ESSENTIALS OF MARKETING, 7E by award-winning authors Lamb/Hair/McDaniel. This edition's fresh, streamlined design focuses on captivating examples and innovative applications that ensure readers not only understand marketing concepts, but also know how to effectively apply concepts to actual business practices. This edition visually illustrates key marketing concepts and showcases the customer experience with an engaging writing style punctuated by the most recent marketing statistics and figures. A new appendix and exercises further prepare readers with the skills to build a professional marketing plan for success.

Product Details

ISBN-13:
9780538478342
Publisher:
Cengage Learning
Publication date:
01/01/2011
Edition description:
New Edition
Pages:
672
Sales rank:
704,176
Product dimensions:
8.40(w) x 10.70(h) x 1.00(d)

Table of Contents

PART I: THE WORLD OF MARKETING. 1. An Overview of Marketing. Career Appendix. 2. Strategic Planning for Competitive Advantage. 3. Ethics and Social Responsibility. 4. The Marketing Environment. 5. Developing a Global Vision. PART II: ANALYZING MARKETING OPPORTUNITIES. 6. Consumer Decision Making. 7. Business Marketing. 8. Segmenting and Targeting Markets. 9. Decision Support Systems and Marketing Research. PART III: PRODUCT AND DISTRIBUTION DECISIONS. 10. Product Concepts. 11. Developing and Managing Products. 12. Marketing Channels and Supply Chain Management. 13. Retailing. PART IV: PROMOTION AND PRICING DECISIONS. 14. Marketing Communications and Advertising. 15. Public Relations, Sales Promotion, and Personal Selling. 16. Pricing Concepts.

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Essentials of Marketing 3 out of 5 based on 0 ratings. 1 reviews.
Anonymous More than 1 year ago