Essentials of Marketing
Charles W Lamb, Joseph F Hair, Carl D McDaniel
- 7th ed.
- Mason, USA : South-Western Cengage Learning, c2012.0
- xxiii, 648 p. : col. ill. ; 28 cm.
Other Titles: Marketing
The world of marketing -- An overview of marketing -- Strategic planning for competitive advantage -- Ethics and social responsibility -- 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.
Delivers the best coverage of key marketing topics. This book focuses on examples and applications that ensure students not only understand marketing concepts, but also know how to effectively apply them to real-world practice. It illustrates key marketing concepts and showcases the customer experience