MKTG 2007 Edition (with Review Cards and MKTG 1-Semester Printed Access Card) / Edition 1

MKTG 2007 Edition (with Review Cards and MKTG 1-Semester Printed Access Card) / Edition 1

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

MKTG 2007/2008 is an extremely concise, visually appealing book containing all the core marketing concepts you need to know without any of the distractions prevalent in traditional marketing textbooks. A suite of relevant and useful study tools allow you to study wherever you are and whenever you have time. MKTG 2007/2008 increases the chances you will be prepared

See more details below

Overview

MKTG 2007/2008 is an extremely concise, visually appealing book containing all the core marketing concepts you need to know without any of the distractions prevalent in traditional marketing textbooks. A suite of relevant and useful study tools allow you to study wherever you are and whenever you have time. MKTG 2007/2008 increases the chances you will be prepared for and engaged in your principles of marketing course.

Product Details

ISBN-13:
9780324548143
Publisher:
Cengage Learning
Publication date:
02/16/2007
Edition description:
Older Edition
Pages:
336
Product dimensions:
8.50(w) x 12.10(h) x 0.60(d)

Table of Contents

Part One: THE WORLD OF MARKETING. 1. 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 MARKET 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: PLACE (DISTRIBUTION) DECISIONS. 12. Marketing Channels and Supply Chain Management. 13. Retailing. Part Five: PROMOTION DECISIONS. 14. Integrated Marketing Communication. 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.

Read More

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >