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

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

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

ISBN-10: 0324659806

ISBN-13: 9780324659801

Pub. Date: 02/14/2008

Publisher: Cengage Learning

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

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!

Product Details

ISBN-13:
9780324659801
Publisher:
Cengage Learning
Publication date:
02/14/2008
Edition description:
Student
Pages:
336
Product dimensions:
8.40(w) x 10.70(h) x 0.60(d)

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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