MKTG4 2010 w/PAC

by Lamb, Charles W.; Hair, Joe F.; McDaniel, Carl

• ISBN13: 9780538468244
• ISBN10: 0538468246
• Edition: 4th
• Format: Paperback
• Copyright: 2010-02-03
• Publisher: South-Western College Pub

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.

Table of Contents

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.