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Marketing (9TH 08 - Old Edition)by Charles W. Lamb
Synopses & ReviewsPlease note that used books may not include additional media (study guides, CDs, DVDs, solutions manuals, etc.) as described in the publisher comments.
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, CengageNOW 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.
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 style
With coverage of current marketing practices and exciting new features Lamb, Hair, McDaniel's MARKETING 10e will have your students saying, "Now that's marketing." You experience marketing through billboards, television commercials, and even in the cereal aisle at the grocery store. MARKETING 10e with its engaging presentation of concepts will bring forward how much the principles of marketing play a role in your day to day lives, even when you don't recognize it.
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 a member of the American Marketing Association, Academy of Marketing Science, Southern Marketing Association and Southwestern Marketing Association. He has authored 30 books, monographs, and cases, and over 60 articles in scholarly journals. 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. Hair serves as a consultant to many businesses.Carl McDaniel is a professor of marketing at the University of Texas--Arlington, where he served as chairman of the Marketing Department for 30 years. He is currently on leave and teaching in Executive MBA programs in both the United States and China. An instructor for more than 30 years, Dr. McDaniel is the recipient of several awards for outstanding teaching. His business experience includes being co-owner of a marketing research firm that has grown into one of the largest specialty marketing research companies in America. Dr. McDaniel served as a board member of the North Texas Higher Education Authority, a $1.5 billion organization that provides financing for student loans across America. He also has served as a senior trade advisor for the International Trade Center (ITC), located in Geneva, Switzerland, and jointly funded by the World Trade Organization and the United Nations. Dr. McDaniel has co-authored a number of textbooks in marketing and his research has appeared in such publications as JOURNAL OF MARKETING, JOURNAL OF BUSINESS RESEARCH, JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, and CALIFORNIA MANAGEMENT REVIEW. He is a member of the American Marketing Association, Academy of Marketing Science, and the Society for Marketing Advances. He earned his bachelor's degree from the University of Arkansas and his master's and doctorate from Arizona State University.
Table of Contents
Part One: THE WORLD OF MARKETING. 1. Overview of Marketing. Career Appendix. 2. Strategic Planning for Competitive Advantage. Marketing Plan Appendix. 3. Social Responsibility, Ethics, and the Marketing Environment. 4. Developing a Global Vision. Part Two: ANALYZING MARKET OPPORTUNITIES. 5. Consumer Decision Making. 6. Business Marketing. 7. Segmenting and Targeting Markets. 8. Decision Support Systems and Marketing Research. Part Three: PRODUCT DECISIONS. 9. Product Concepts. 10. Developing and Managing Products. 11. Services and Nonprofit Organization Marketing. Part Four: PLACE (DISTRIBUTION) DECISIONS. 12. Marketing Channels and Supply Chain Management. 13. Retailing. Part Five: PROMOTION DECISIONS 14. Integrated Marketing Communication. 15. Advertising and Public Relations. 16. Sales Promotion and Personal Selling. Part Six: PRICING DECISIONS. 17. Pricing Concepts. 18. Setting the Right Price. Part Seven: TECHNOLOGY-DRIVEN MARKETING. 19. Customer Relationship Management.
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