MKTG (with Marketing CourseMate with eBook Printed Access Card) / Edition 5

MKTG (with Marketing CourseMate with eBook Printed Access Card) / Edition 5

by Charles W. Lamb
ISBN-10:
1111528098
ISBN-13:
9781111528096
Pub. Date:
02/18/2011
Publisher:
Cengage Learning
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Overview

MKTG (with Marketing CourseMate with eBook Printed Access Card) / Edition 5


Created through a "student-tested, faculty-approved" review process with students and faculty, MKTG5 is an engaging and accessible solution to accommodate the diverse lifestyles of today's learners.

Product Details

ISBN-13: 9781111528096
Publisher: Cengage Learning
Publication date: 02/18/2011
Edition description: Older Edition
Pages: 400
Product dimensions: 8.40(w) x 10.70(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 MARKET 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. Integrated Marketing Communications. 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. Name and Organization Index. Subject Index.

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