MKTG (with Marketing CourseMate with eBook and Career Transitions 2.0 Printed Access Card) / Edition 6

MKTG (with Marketing CourseMate with eBook and Career Transitions 2.0 Printed Access Card) / Edition 6

2.0 6
by Charles W. Lamb, Carl McDaniel, Joe F. Hair
     
 


Created through a "student-tested, faculty-approved" review process with direct input from students and faculty, *MKTG6* is an engaging and accessible solution to accommodate the diverse lifestyles of today's learners. *MKTG6* employs up-to-date, relevant examples from a wide range of independent upstarts and larger companies students love. *MKTG6* also offers a… See more details below

Overview


Created through a "student-tested, faculty-approved" review process with direct input from students and faculty, *MKTG6* is an engaging and accessible solution to accommodate the diverse lifestyles of today's learners. *MKTG6* employs up-to-date, relevant examples from a wide range of independent upstarts and larger companies students love. *MKTG6* also offers a dynamic range of web-based review and testing products to facilitate today's on-the-go lifestyle.

Product Details

ISBN-13:
9781133190110
Publisher:
Cengage Learning
Publication date:
03/02/2012
Edition description:
Older Edition
Pages:
416
Sales rank:
1,492,829
Product dimensions:
8.50(w) x 10.80(h) x 0.80(d)

Table of Contents


PART I: THE WORLD OF MARKETING. 1. An Overview of Marketing. 2. Strategic Planning for Competitive Advantage. 3. Ethics and Social Responsibility. 4. The Marketing Environment. 5. Developing a Global Vision. PART II: ANALYZING MARKETING OPPORTUNITIES. 6. Consumer Decision Making. 7. Business Marketing. 8. Segmenting and Targeting Markets. 9. Decision Support Systems and Marketing Research. PART III: PRODUCT DECISIONS. 10. Product Concepts. 11. Developing and Managing Products. 12. Services and Nonprofit Organization Marketing. PART IV: DISTRIBUTION DECISIONS. 13. Marketing Channels. 14. Supply Chain Management. 15. Retailing. PART V: PROMOTION AND COMMUNICATION STRATEGIES. 16. Promotion Planning for Competitive Advantage. 17. Advertising and Public Relations. 18. Sales Promotion and Personal Selling. PART VI: PRICING DECISIONS. 19. Pricing Concepts. 20. Setting the Right Price. PART VII: TECHNOLOGY-DRIVEN MARKETING 21. Customer Relationship Management (CRM). 22. Social Media & Marketing. ENDNOTES. INDEX . TEAR-OUT CARDS.

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