McDaniel, Carl D., 1942- Introduction to marketing / Carl McDaniel, Charles Lamb, Joseph F. Hair. - 11th ed. - Mason, Ohio : South-Western, c2011. - xxv, 777 p. : ill. (chiefly col ; 28 cm. Includes bibliographical references and index. ISBN: 9780538754873 Subjects--Topical Terms: Marketing.Marketing--Management.