Essentials of Marketing
by LAMB/HAIR/MCDANIELEdition: 6th
Format: Paperback
Pub. Date: 2008-01-14
Publisher(s): South-Western College Pub
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Summary
ESSENTIALS OF MARKETING "takes you there"--helping you 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 that you 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 of learning styles.
Table of Contents
| The World of Marketing | |
| An Overview of Marketing | |
| Career Appendix | |
| Marketing Plan Appendix | |
| Strategic Planning for Competitive Advantage | |
| Social Responsibility, Ethics, and the Marketing Environment | |
| Developing a Global Vision | |
| Analyzing Marketing Opportunities | |
| Consumer Decision Making | |
| Business Marketing | |
| Segmenting and Targeting Markets | |
| Decision Support Systems and Marketing Research | |
| Product and Distribution Decisions | |
| Product Concepts | |
| Developing and Managing Products | |
| Marketing Channels and Supply Chain Management | |
| Retailing | |
| Promotion and Pricing Decisions | |
| Marketing Communications and Advertising | |
| Public Relations, Sales Promotion, and Personal Selling | |
| Pricing Concepts | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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