MKTG 3.0 2009 Edition (with Review Card and Printed Access Card) / Edition 3

MKTG 3.0 2009 Edition (with Review Card and Printed Access Card) / Edition 3

3.0 2
by Charles W. Lamb, Joseph F. Hair, Carl McDaniel
     
 

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ISBN-10: 0324789289

ISBN-13: 9780324789287

Pub. Date: 02/18/2009

Publisher: Cengage Learning

MKTG 3.0 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 3.0. New examples, a more open page design, and even

Overview

MKTG 3.0 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 3.0. 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:
9780324789287
Publisher:
Cengage Learning
Publication date:
02/18/2009
Edition description:
Older Edition
Pages:
336
Product dimensions:
8.40(w) x 10.80(h) x 0.70(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.

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MKTG 3.0 2009 Edition (with Review Card and Printed Access Card) 3 out of 5 based on 0 ratings. 2 reviews.
Anonymous More than 1 year ago
Anonymous More than 1 year ago
This book seems to cover all of the basic marketing concepts, though the layout of the material and visual aids can be a little distracting. The companion website is FABULOUS. Lots of extra content - chapter summaries, quizzes, etc. I highly recommend using the website.