Marketing

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

• ISBN13: 9780324362084
• ISBN10: 0324362080
• Edition: 9th
• Format: Hardcover
• Copyright: 2007-01-04
• Publisher: South-Western College Pub

Summary

With a fresh, streamlined design, MARKETING, 9e "Takes You There"--helping students achieve complete marketing success--by delivering the best the market has to offer: cutting-edge coverage, powerful learning tools, captivating examples, and innovative applications that ensure students not only understand marketing concepts, but also know how to effectively apply them to real-world practice. Packed with choices, the book offers unequaled flexibility and exceptional tools to meet a variety learning and styles. An online megaresource, ThomsonNOW creates personalized study plans that enable students to identify weak spots and effectively master materials. Shot specifically for this textbook, an all-new video package features fascinating success stories from vibrant companies. There are also myriad resources to liven the classroom experience. And with the Integrated Learning System, all content and supplements are organized by learning objective. With its solid reputation, engaging writing style, and success in a range of teaching environments, this thorough, midlevel marketing text has broad-based appeal among instructors and students alike--helping both reach their ultimate marketing destination.

Table of Contents

The World of Marketing

Overview of Marketing. Career Appendix

Strategic Planning for Competitive Advantage. Marketing Plan Appendix

Social Responsibility, Ethics, and 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 and 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.