MKTG 2.0, 2008 - 2009 Student Edition (with Review Card and Printed Access Card) / Edition 2

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Overview

MKTG 2 delivers exactly what today's students need—and want. How do we know? We asked. Wanting to build upon the success of MKTG we solicited feedback from thousands of students and hundreds of faculty about their experience with MKTG to understand how we might improve upon a winner. The result is MKTG 2. New examples, a more open page design, and even better technology, still delivered at an incredibly low price. A teaching and learning solution unlike any other!

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Product Details

  • ISBN-13: 9780324659801
  • Publisher: Cengage Learning
  • Publication date: 2/14/2008
  • Edition description: Student
  • Edition number: 2
  • Pages: 336
  • Product dimensions: 8.40 (w) x 10.70 (h) x 0.60 (d)

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

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

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