Marketing / Edition 12

Marketing / Edition 12

by Charles W. Lamb
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Cengage Learning


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Marketing / Edition 12

A comprehensive marketing text organized around the marketing mix and filled with student-oriented, current examples of the latest marketing topics, concepts and technologies.

Product Details

ISBN-13: 2901111821646
Publisher: Cengage Learning
Publication date: 01/16/2012
Edition description: New Edition
Pages: 912
Product dimensions: 6.50(w) x 1.50(h) x 9.50(d)

Table of Contents

Chapter Guides and Questions
Part 1The World of Marketing
Chapter 1An Overview of Marketing3
Chapter 2Strategic Planning for Competitive Advantage19
Chapter 3The Marketing Environment and Marketing Ethics43
Chapter 4Developing a Global Vision67
Part 2Analyzing Marketing Opportunities
Chapter 5Consumer Decision Making95
Chapter 6Business Marketing123
Chapter 7Segmenting and Targeting Markets149
Chapter 8Decision Support Systems and Marketing Research177
Chapter 9Product Concepts203
Part 3Product Decisions
Chapter 10Developing and Managing Products227
Chapter 11Services and Nonprofit Organization Marketing249
Chapter 12Marketing Channels and Supply Chain Management275
Part 4Distribution Decisions
Chapter 13Retailing305
Chapter 14Integrated Marketing Communications331
Part 5Integrated Marketing Communications
Chapter 15Advertising and Public Relations355
Chapter 16Sales Promotion and Personal Selling377
Part 6Pricing Decisions
Chapter 17Pricing Concepts401
Chapter 18Setting the Right Price425
Part 7Technology Driven Marketing
Chapter 19Internet Marketing451
Chapter 20One-to-One Marketing467
Chapter 1 An Overview of Marketing487
Chapter 2 Strategic Planning for Competitive Advantage492
Chapter 3 The Marketing Environment and Marketing Ethics498
Chapter 4 Developing a Global Vision504
Chapter 5 Consumer Decision Making511
Chapter 6 Business Marketing517
Chapter 7 Segmenting and Targeting Markets523
Chapter 8 Decision Support Systems and Marketing Research530
Chapter 9 Product Concepts535
Chapter 10 Developing and Managing Products540
Chapter 11 Services and Nonprofit Organization Marketing547
Chapter 12 Marketing Channels and Supply Chain Management552
Chapter 13 Retailing559
Chapter 14 Integrated Marketing Communications564
Chapter 15 Advertising and Public Relations569
Chapter 16 Sales Promotion and Personal Selling575
Chapter 17 Pricing Concepts580
Chapter 18 Setting the Right Price586
Chapter 19 Internet Marketing593
Chapter 20 One-to-One Marketing597

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Marketing 3 out of 5 based on 0 ratings. 1 reviews.
Anonymous More than 1 year ago