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Marketing / Edition 11
     

Marketing / Edition 11

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

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ISBN-10: 1439039429

ISBN-13: 9781439039427

Pub. Date: 01/01/2010

Publisher: Cengage Learning


You experience marketing through billboards, television commercials, and even in the cereal aisle at the grocery store. Now MARKETING, Eleventh Edition--with its engaging presentation of concepts--will bring forward how much the principles of marketing play a role in your day-to-day life. With coverage of current marketing practices and exciting new features, Lamb

Overview


You experience marketing through billboards, television commercials, and even in the cereal aisle at the grocery store. Now MARKETING, Eleventh Edition--with its engaging presentation of concepts--will bring forward how much the principles of marketing play a role in your day-to-day life. With coverage of current marketing practices and exciting new features, Lamb, Hair, and McDaniel's MARKETING, Eleventh Edition, will have you saying, "Now that's marketing."

Product Details

ISBN-13:
9781439039427
Publisher:
Cengage Learning
Publication date:
01/01/2010
Series:
Available Titles CourseMate Series
Edition description:
Older Edition
Pages:
804
Product dimensions:
8.80(w) x 11.00(h) x 1.30(d)

Table of Contents


Part 1: THE WORLD OF MARKETING. 1. An Overview of Marketing. 2. Strategic Planning for Competitive Advantage. 3. Ethics and Social Responsibility. 4. The Marketing Environment. 5. Developing a Global Vision. Part 2: ANALYZING MARKETING OPPORTUNITIES. 6. Consumer Decision Making. 7. Business Marketing. 8. Segmenting and Targeting Markets. 9. Decision Support Systems and Marketing Research. Part 3: PRODUCT DECISIONS. 10. Product Concepts. 11. Developing and Managing Products. 12. Services and Nonprofit Organization Marketing. Part 4: DISTRIBUTION DECISIONS. 13. Marketing Channels. 14. Supply Chain Management. 15. Retailing. Part 5: PROMOTION AND COMMUNICATION STRATEGIES. 16. Promotional Planning for Competitive Advantage. 17. Advertising and Public Relations. 18. Sales Promotion and Personal Selling. Part 6: PRICING DECISIONS. 19. Pricing Concepts. 20. Setting the Right Price. Part 7: TECHNOLOGY-DRIVEN MARKETING. 21. Consumer Relationship Management (CRM).

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