Essentials of Marketing (Study Guide) / Edition 4

Essentials of Marketing (Study Guide) / Edition 4

Pub. Date:
Cengage Learning


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Essentials of Marketing (Study Guide) / Edition 4

This concise, essentials version of the popular Lamb/Hair/McDaniel Marketing text provides comprehensive, current coverage of key marketing topics and issues in a shorter length. Like its parent text, Essentials of Marketing features in-depth coverage of marketing "hot topics," an on-line Internet Marketing chapter, a slick design and a lively writing style.

Product Details

ISBN-13: 9780324203394
Publisher: Cengage Learning
Publication date: 01/28/2004
Edition description: Older Edition
Pages: 432
Product dimensions: 8.40(w) x 10.80(h) x 0.90(d)

Table of Contents

Part 1The World of Marketing1
1An Overview of Marketing4
2The Marketing Environment and Marketing Ethics26
3Developing A Global Vision62
Part 2Analyzing Marketing Opportunities105
4Consumer Decision Making108
5Business Marketing152
6Segmenting and Targeting Markets178
7Decision Support Systems and Marketing Research210
Part 3Product and Distribution Decisions255
8Product and Services Concepts258
9Developing and Managing Products286
10Marketing Channels and Logistics Decisions310
Part 4Integrated Marketing Communication and Pricing Concepts409
12Marketing Communication and Personal Selling412
13Advertising, Sales Promotion, and Public Relations456
14Internet Marketing494
15Pricing Concepts496
AppendixCareers in Marketing537
Company and Organization Index565
Subject Index569
Internet Index577

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