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Mktg (with Marketing Coursemate with eBook Printed Access Card)

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Mktg (with Marketing Coursemate with eBook Printed Access Card) Cover

 

Synopses & Reviews

Publisher Comments:

Created through a "student-tested, faculty-approved" review process with students and faculty, MKTG5 is an engaging and accessible solution to accommodate the diverse lifestyles of today's learners.

About the Author

Charles W. Lamb has authored or coauthored more than a dozen books and anthologies on marketing topics and over 150 articles that have appeared in academic journals and conference proceedings. In 1997, he was awarded the prestigious Chancellors Award for Distinguished Research and Creative Activity at TCU. This is the highest honor that the university bestows on its faculty. Other key honors he has received include the M.J. Neeley School of Business Research Award, selection as a Distinguished Fellow of the Academy of Marketing Science and a Fellow of the Southwestern Marketing Association.Joseph F. Hair is professor of marketing in the Coles College of Business at Kennesaw State University and has authored 40 books, monographs, and cases, and more than 70 articles in scholarly journals. A highly respected marketing professional, Dr. Hair is a member of the American Marketing Association, Academy of Marketing Science, Southern Marketing Association and Southwestern Marketing Association. He serves on the editorial review boards of several journals and was the 2004 recipient of the Academy of Marketing Science Excellence in Teaching Award. Dr. Hair is a consultant to numerous businesses in the food, lodging, healthcare, transportation, banking, utilities, and electronics industries, as well as the U.S. Department of Agriculture and U.S. Department of Interior. He is often asked to provide expert testimony and has developed numerous executive development and management training programs for a wide variety of industries.Carl McDaniel is a professor of marketing at the University of Texas?Arlington, and currently holds courses for the executive MBA program on campus and in China. He was chairman of the marketing department at UTA for thirty-two years. He is the recipient of several awards for outstanding teaching. McDaniel also has been a District Sales Manager for Southwestern Bell Telephone Company and served as a board member of the North Texas Higher Education Authority. He is a member of the American Marketing Association, the Academy of Marketing Science, and the Society for Marketing Advances.

Table of Contents

PART I: THE WORLD OF MARKETING 1. An Overview of Marketing. 2. Strategic Planning for Competitive Advantage. 3. Ethics and Social Responsibility. 4. The Marketing Environment. 5. Developing a Global Vision. PART II: ANALYZING MARKET OPPORTUNITIES. 6. Consumer Decision Making. 7. Business Marketing. 8. Segmenting and Targeting Markets. 9. Decision Support Systems and Marketing Research. PART III: PRODUCT DECISIONS. 10. Product Concepts. 11. Developing and Managing Products. 12. Services and Nonprofit Organization Marketing. PART IV: DISTRIBUTION DECISIONS. 13. Marketing Channels. 14. Supply Chain Management. 15. Retailing. PART V: PROMOTION AND COMMUNICATION STRATEGIES. 16. Integrated Marketing Communications. 17. Advertising and Public Relations. 18. Sales Promotion and Personal Selling. PART VI: PRICING DECISIONS. 19. Pricing Concepts. 20. Setting the Right Price. PART VII: TECHNOLOGY-DRIVEN MARKETING. 21. Customer Relationship Management (CRM). 22. Social Media Marketing. Endnotes. Name and Organization Index. Subject Index.

Product Details

ISBN:
9781111528096
Author:
Lamb, Charles W
Publisher:
Cengage Learning
Author:
McDaniel, Carl
Author:
Hair, Joe F.
Author:
Lamb, Charles W.
Author:
Lamb, Charles W.(Charles W. Lamb)
Author:
Hair, Joseph F., Jr.
Author:
Cram101 Textbook Reviews
Subject:
Marketing - General
Subject:
4LTR
Subject:
MKTG
Subject:
Marketing
Subject:
Strategic planning
Subject:
Competitive Advantage
Subject:
Business;Marketing
Subject:
Product decisions
Subject:
Promotion decisions
Subject:
TECHNOLOGY-DRIVEN MARKETING
Subject:
Customer relationship management
Subject:
Setting the Right Price
Subject:
Integrated Marketing Communication
Subject:
Mark
Subject:
Marketing - Research
Subject:
Marketing channels
Subject:
Education-General
Subject:
General Business & Economics
Copyright:
Publication Date:
20110224
Binding:
Paperback
Language:
English
Pages:
400

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