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Grademaker SG T/a Marketing / Edition 6

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Overview

A comprehensive marketing text organized around the marketing mix and filled with student-oriented, current examples of the latest marketing topics, concepts and technologies.
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Editorial Reviews

Booknews
New edition of a text that introduces the key principles of marketing. Lamb (business, Texas Christian U.), Joseph F. Hair (Entrepreneurship Institute, Louisiana State U.) and Carl McDaniel (marketing, U. of Texas) present 20 chapters that discuss the world of marketing; analysis of marketing opportunities; product, distribution, promotion, and pricing decisions; and technology driven marketing. The included CD-ROM features two new video cases, PowerPoint slides, E-Marketing planning worksheets, practice quizzes, and supplemental Competitive Intelligence information, and other material. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9780324068634
  • Publisher: South-Western
  • Publication date: 9/28/2003
  • Edition description: Older Edition
  • Edition number: 6
  • Pages: 601
  • Product dimensions: 8.50 (w) x 10.96 (h) x 1.36 (d)

Table of Contents

Introduction iv
Chapter Guides and Questions
Part 1 The World of Marketing
Chapter 1 An Overview of Marketing 3
Chapter 2 Strategic Planning for Competitive Advantage 19
Chapter 3 The Marketing Environment and Marketing Ethics 43
Chapter 4 Developing a Global Vision 67
Part 2 Analyzing Marketing Opportunities
Chapter 5 Consumer Decision Making 95
Chapter 6 Business Marketing 123
Chapter 7 Segmenting and Targeting Markets 149
Chapter 8 Decision Support Systems and Marketing Research 177
Chapter 9 Product Concepts 203
Part 3 Product Decisions
Chapter 10 Developing and Managing Products 227
Chapter 11 Services and Nonprofit Organization Marketing 249
Chapter 12 Marketing Channels and Supply Chain Management 275
Part 4 Distribution Decisions
Chapter 13 Retailing 305
Chapter 14 Integrated Marketing Communications 331
Part 5 Integrated Marketing Communications
Chapter 15 Advertising and Public Relations 355
Chapter 16 Sales Promotion and Personal Selling 377
Part 6 Pricing Decisions
Chapter 17 Pricing Concepts 401
Chapter 18 Setting the Right Price 425
Part 7 Technology Driven Marketing
Chapter 19 Internet Marketing 451
Chapter 20 One-to-One Marketing 467
Solutions
Chapter 1 An Overview of Marketing 487
Chapter 2 Strategic Planning for Competitive Advantage 492
Chapter 3 The Marketing Environment and Marketing Ethics 498
Chapter 4 Developing a Global Vision 504
Chapter 5 Consumer Decision Making 511
Chapter 6 Business Marketing 517
Chapter 7 Segmenting and Targeting Markets 523
Chapter 8 Decision Support Systems and Marketing Research 530
Chapter 9 Product Concepts 535
Chapter 10 Developing and Managing Products 540
Chapter 11 Services and Nonprofit Organization Marketing 547
Chapter 12 Marketing Channels and Supply Chain Management 552
Chapter 13 Retailing 559
Chapter 14 Integrated Marketing Communications 564
Chapter 15 Advertising and Public Relations 569
Chapter 16 Sales Promotion and Personal Selling 575
Chapter 17 Pricing Concepts 580
Chapter 18 Setting the Right Price 586
Chapter 19 Internet Marketing 593
Chapter 20 One-to-One Marketing 597
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