Essentials of Marketing / Edition 7

by Charles W. Lamb

Overview

The exciting new edition of Essentials of Marketing continues the established tradition of adding value far beyond the expectations of students and instructors. Extensive research has been done to ensure this brief edition provides an up-to-the-minute introduction to the field of marketing. Key principles are illustrated by hundreds of fresh, new examples, while the latest concepts and theories are covered in detail with numerous illustrations. Organized around the marketing mix, this thoroughly revised text provides students with an exhilarating introduction to the dynamic world of marketing.

Product Details

ISBN-13:	2900538478341
Publisher:	Cengage Learning
Publication date:	01/01/2011
Edition description:	New Edition
Pages:	672
Product dimensions:	8.40(w) x 10.70(h) x 1.00(d)

About the Author

Charles W. Lamb, Jr., served as chair of the department of marketing at the M. J. Neeley School of Business from 1982 to 1988 and again from 1997 to 2003. He also served as chair of the Department of Information Systems and Supply Chain Management and is a former president of the Academy of Marketing Science and the Southwestern Marketing Association. Lamb has authored or co-authored more than a 30 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 Chancellor s 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 and selection as a Distinguished Fellow of the Academy of Marketing Science and Fellow of the Southwestern Marketing Association.


Joseph Hair is Distinguished Professor of Marketing and Director of the Ph.D. in Business Administration Program at University of South Alabama. Immediately prior to joining the University of South Alabama Joe was the Founder and Director of the Kennesaw State University DBA program. He previously held the Alvin C. Copeland Endowed Chair of Franchising and was Director, Entrepreneurship Institute, Louisiana State University. Hair also held the Phil B. Hardin Chair of Marketing at the University of Mississippi. He has taught graduate and undergraduate marketing, sales management, and marketing research courses. Hair has authored more than 40 books and more than 80 articles in scholarly journals. He has also participated on many university committees and has chaired numerous departmental task forces. He serves on the editorial review boards of several journals. He is a member of the Academy of Marketing Science, American Marketing Association, Society for Marketing Advances, and Association for Marketing and Healthcare Research. He was selected as the 2011 AMS CUTCO/VECTOR Distinguished Marketing Educator, as the 2007 Innovative Marketer of the Year by the Marketing Management Association, and was the 2004 recipient of the Academy of Marketing Science Excellence in Teaching Award. Hair holds a bachelor s degree in economics, a master s degree in marketing, and a doctorate in marketing, all from the University of Florida. He also serves as a marketing consultant to businesses in a variety of industries ranging from food and retail to financial services, health care, electronics, and the U.S. Departments of Agriculture and Interior.


Carl McDaniel is professor emeritus at the University of Texas-Arlington. He was the chairman of the marketing department at UTA for 32 years. McDaniel s career spanned more than 40 years, during which he was the recipient of several awards for outstanding teaching. McDaniel has also been a district sales manager for Southwestern Bell Telephone Company and served as a board member of the North Texas Higher Education Authority, a billion-dollar financial institution. In addition to MKTG, McDaniel has written and co-authored over 90 textbooks in marketing and business. McDaniel s research has appeared in such publications as the Journal of Marketing, Journal of Business Research, Journal of the Academy of Marketing Science, and California Management Review. McDaniel is a member of the American Marketing Association. In addition to his academic experience, McDaniel has business experience as the co-owner of a marketing research firm. McDaniel has also served as senior consultant to the International Trade Centre (ITC), Geneva, Switzerland. The ITC s mission is to help developing nations increase their exports. He has a bachelor s degree from the University of Arkansas and his master s degree and doctorate from Arizona State University.

Table of Contents

	Preface	xvii
Part 1	The World of Marketing	1
1	An Overview of Marketing	4
2	Ethics, Social Responsibility, and the Marketing Environment	28
3	Developing a Global Vision	64
	Part 1 Closing	104
Part 2	Analyzing Marketing Opportunities	109
4	Consumer Decision Making	112
5	Business Marketing	156
6	Segmenting and Targeting Markets	184
7	Decision Support Systems and Marketing Research	216
	Part 2 Closing	254
Part 3	Product and Distribution Decisions	259
8	Product and Services Concepts	262
9	Developing and Managing Products	288
10	Marketing Channels and Supply Chain Management	313
11	Retailing	352
	Part 3 Closing	394
Part 4	Promotion and Pricing Decisions	399
12	Marketing Communications and Personal Selling	402
13	Advertising and Public Relations	446
14	Internet Marketing	488
15	Pricing Concepts	490
	Part 4 Closing	522
	Careers Appendix	528
	Glossary	530
	Endnotes	542
	Bibliographies	554
	Subject/Company Index	556
	Internet Index	569