MKTG4 2010 w/PAC

by Lamb,Charles W.

Edition:

4th

ISBN13:

9780538468244

ISBN10:

0538468246

Format:

Paperback

Pub. Date:

2/3/2010

Publisher(s):

Cengage Learning

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Customer Reviews

very good textbook March 19, 2011
by Diane

I bought this textbook for my college business class and I received the book I ordered in a very timely manner. When I opened the package, the book was brand new. The book is very cheap although it looks new. The book is simple and easy to understand and it has many useful information. I am very pleased with my purchase.

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MKTG4 2010 w/PAC: 4 out of 5 stars based on 1 user reviews.

Summary

Created through a "student-tested, faculty-approved" review process with over 200 students and faculty, MKTG 2010, Student Edition, is an engaging and accessible solution to accommodate the diverse lifestyles of today's learners.

An innovative combination of content delivery both in print and online provides a core text and a wealth of comprehensive multimedia teaching and learning assets based on input from student focus groups and surveys, and from interviews with faculty and students. In the newest edition of MKTG, we added two chapters to build out concepts of which the faculty said they needed more.

Despite adding the two chapters, MKTG maintains the shorter, comprehensive chapters you have come to expect from MKTG. The updated design is more modern and presents content in a more engaging and accessible format. Now, with two new chapters, you can feel confident MKTG fulfills your course coverage needs.

The World of Marketing
Overview of Marketing
Strategic Planning for Competitive Advantage
Ethics and Social Responsibility
The Marketing Environment
Developing a Global Vision
Analyzing Market Opportunities
Consumer Decision Making
Business Marketing
Segmenting and Targeting Markets
Decision Support Systems and Marketing Research
Product Decisions
Product Concepts
Developing and Managing Products
Services and Nonprofit Organization Marketing
Place (Distribution) Decisions
Marketing Channels
Supply Chain Management
Retailing
Promotion Decisions
Integrated Marketing Communication
Advertising and Public Relations
Sales Promotion and Personal Selling
Pricing Decisions
Pricing Concepts
Setting the Right Price
Technology-Driven Marketing
Customer Relationship Management
Table of Contents provided by Publisher. All Rights Reserved.