Marketing with Student CD-ROM and InfoTrac College Edition / Edition 6

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Overview

The exciting new edition of Marketing continues the established tradition of adding value far beyond any expectations. Extensive research has been done to ensure this edition provides a comprehensive, 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 readers with an exhilarating first introduction to the dynamic world of marketing.

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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: 9780324068610
  • Publisher: Cengage Learning
  • Publication date: 4/3/2001
  • Edition description: Older Edition
  • Edition number: 6
  • Pages: 750

Meet the Author

Charles W. Lamb has authored or coauthored more than a dozen books and anthologies on marketing topics and over 150 articles that have appeared in academic journals and conference proceedings. In 1997, he was awarded the prestigious Chancellors Award for Distinguished Research and Creative Activity at TCU. This is the highest honor that the university bestows on its faculty. Other key honors he has received include the M.J. Neeley School of Business Research Award, selection as a Distinguished Fellow of the Academy of Marketing Science and a Fellow of the Southwestern Marketing Association.

Joseph F. Hair is professor of marketing in the Coles College of Business at Kennesaw State University and has authored 40 books, monographs, and cases, and more than 70 articles in scholarly journals. A highly respected marketing professional, Dr. Hair is a member of the American Marketing Association, Academy of Marketing Science, Southern Marketing Association and Southwestern Marketing Association. He serves on the editorial review boards of several journals and was the 2004 recipient of the Academy of Marketing Science Excellence in Teaching Award. Dr. Hair is a consultant to numerous businesses in the food, lodging, healthcare, transportation, banking, utilities, and electronics industries, as well as the U.S. Department of Agriculture and U.S. Department of Interior. He is often asked to provide expert testimony and has developed numerous executive development and management training programs for a wide variety of industries.

Carl McDaniel is a professor of marketing at the University of Texas-Arlington, and currently holds courses for the executive MBA program on campus and in China. He was chairman of the marketing department at UTA for thirty-two years. He is the recipient of several awards for outstanding teaching. McDaniel also has been a District Sales Manager for Southwestern Bell Telephone Company and served as a board member of the North Texas Higher Education Authority. He is a member of the American Marketing Association, the Academy of Marketing Science, and the Society for Marketing Advances.

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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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