9780538478342

Essentials of Marketing

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  • ISBN13:

    9780538478342

  • ISBN10:

    0538478349

  • Edition: 7th
  • Format: Paperback
  • Copyright: 1/1/2011
  • Publisher: Cengage Learning

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Summary

Achieve marketing success with the best up-to-the-minute coverage of key marketing topics in this complete, yet brief, ESSENTIALS OF MARKETING, 7E by award-winning authors Lamb/Hair/McDaniel. This edition's fresh, streamlined design focuses on captivating examples and innovative applications that ensure readers not only understand marketing concepts, but also know how to effectively apply concepts to actual business practices. This edition visually illustrates key marketing concepts and showcases the customer experience with an engaging writing style punctuated by the most recent marketing statistics and figures. A new appendix and exercises further prepare readers with the skills to build a professional marketing plan for success.

Table of Contents

The World Of Marketing
An Overview of Marketing
Career Appendix
Strategic Planning for Competitive Advantage
Ethics and Social Responsibility
The Marketing Environment
Developing a Global Vision
Analyzing Marketing Opportunities
Consumer Decision Making
Business Marketing
Segmenting and Targeting Markets
Decision Support Systems and Marketing Research
Product And Distribution Decisions
Product Concepts
Developing and Managing Products
Marketing Channels and Supply Chain Management
Retailing
Promotion And Pricing Decisions
Marketing Communications and Advertising
Public Relations, Sales Promotion, and Personal Selling
Pricing Concepts
Table of Contents provided by Publisher. All Rights Reserved.

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