Essentials of Marketing / Edition 4

Essentials of Marketing / Edition 4

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

ISBN-10: 0324282907

ISBN-13: 9780324282900

Pub. Date: 01/01/2005

Publisher: Cengage South-Western

The exciting new edition of Essentials of Marketing continues the established tradition of adding value far beyond the expectations of students and instructors. Extensive research has been done to ensure this brief edition provides an up-to-the-minute introduction to the field of marketing. Key principles are illustrated by hundreds of fresh, new examples, while the…  See more details below

Overview

The exciting new edition of Essentials of Marketing continues the established tradition of adding value far beyond the expectations of students and instructors. Extensive research has been done to ensure this brief edition provides an 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 students with an exhilarating introduction to the dynamic world of marketing.

Product Details

ISBN-13:
9780324282900
Publisher:
Cengage South-Western
Publication date:
01/01/2005
Pages:
572

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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