Marketing

by LAMB/HAIR/MCDANIEL

• ISBN13: 9780538870115
• ISBN10: 0538870117
• Edition: 4th
• Format: Paperback
• Copyright: 1997-07-30
• Publisher: South-Western College Pub

Summary

The exciting new edition of Marketing continues the established tradition of adding value far beyond the expectations of learners. Extensive research has been done to ensure this edition provides a comprehensive, up-to-the-minute introduction to the field of marketing. Key principles are illustrated by hundreds of fresh, new examples, while the latest concepts and theories are covered in detail with numerous illustrations. Organized around the marketing mix, this thoroughly revised text provides students with an exhilarating first introduction to the dynamic world of marketing.

Table of Contents

An Overview of Marketing

Strategic Planning: Developing and Implementing a Marketing Plan

The Marketing Environment

Developing a Global Vision

Ethics and Social Responsibility

Consumer Decision Making

Business-to-Business Marketing

Segmenting and Targeting Markets

Decision Support Systems and Marketing Research

Product Concepts

Developing and Managing Products

Services and Nonbusiness Marketing

Customer Value and Quality

Channels and Distribution

Retailing and Wholesaling

Promotion Strategy and Marketing Communication

Advertising and Public Relations

Sales Promotion and Personal Selling

Internet Marketing

Pricing Concepts

Setting the Right Price

Appendix

Careers in Marketing

Table of Contents provided by Publisher. All Rights Reserved.