Essentials of Marketing / Edition 5

Essentials of Marketing / Edition 5

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

Emphasizing the analysis of marketing opportunities, product and distribution decisions, and promotion and pricing, this textbook covers the basics of marketing and illustrates major concepts with real-world examples. The authors (professors of marketing and entrepreneurship at Texas Christian University, Louisiana State University, and the University of Texas at… See more details below

Overview

Emphasizing the analysis of marketing opportunities, product and distribution decisions, and promotion and pricing, this textbook covers the basics of marketing and illustrates major concepts with real-world examples. The authors (professors of marketing and entrepreneurship at Texas Christian University, Louisiana State University, and the University of Texas at Arlington) also discuss ethics, social responsibility, and globalization. Annotation ©2004 Book News, Inc., Portland, OR

Product Details

ISBN-13:
9780324316643
Publisher:
Cengage Learning
Publication date:
10/07/2005
Edition description:
Older Edition
Pages:
576
Product dimensions:
8.50(w) x 10.70(h) x 0.80(d)

Table of Contents

Prefacexvii
Part 1The World of Marketing1
1An Overview of Marketing4
2Ethics, Social Responsibility, and the Marketing Environment28
3Developing a Global Vision64
Part 1 Closing104
Part 2Analyzing Marketing Opportunities109
4Consumer Decision Making112
5Business Marketing156
6Segmenting and Targeting Markets184
7Decision Support Systems and Marketing Research216
Part 2 Closing254
Part 3Product and Distribution Decisions259
8Product and Services Concepts262
9Developing and Managing Products288
10Marketing Channels and Supply Chain Management313
11Retailing352
Part 3 Closing394
Part 4Promotion and Pricing Decisions399
12Marketing Communications and Personal Selling402
13Advertising and Public Relations446
14Internet Marketing488
15Pricing Concepts490
Part 4 Closing522
Careers Appendix528
Glossary530
Endnotes542
Bibliographies554
Subject/Company Index556
Internet Index569

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