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Essentials of Marketingby Lamb, Charles W.; Hair, Joe F.; McDaniel, Carl
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Table of Contents
|The World Of Marketing|
|An Overview of Marketing|
|Strategic Planning for Competitive Advantage|
|Ethics and Social Responsibility|
|The Marketing Environment|
|Developing a Global Vision|
|Analyzing Marketing Opportunities|
|Consumer Decision Making|
|Segmenting and Targeting Markets|
|Decision Support Systems and Marketing Research|
|Product And Distribution Decisions|
|Developing and Managing Products|
|Marketing Channels and Supply Chain Management|
|Promotion And Pricing Decisions|
|Marketing Communications and Advertising|
|Public Relations, Sales Promotion, and Personal Selling|
|Table of Contents provided by Publisher. All Rights Reserved.|