Synopses & Reviews
The exciting new edition of Marketing continues the established tradition of adding value far beyond any expectations. Extensive research has been done to ensure this edition provides a comprehensive, up-to-the-minute introduction to the field of marketing. Key principles are illustrated by hundreds of fresh, new examples, while the latest concepts and theories are covered in detail with numerous illustrations. Organized around the marketing mix, this thoroughly revised text provides readers with an exhilarating first introduction to the dynamic world of marketing.
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 1: THE WORLD OF MARKETING 1. An Overview of Marketing 2. Strategic Planning for Competitive Advantage 3. The Marketing Environment and Marketing Ethics 4. Developing a Global Vision PART 2: ANALYZING MARKETING OPPORTUNITIES 5. Consumer Decision Making 6. Business Marketing 7. Segmenting and Targeting Markets 8. Decision Support Systems and Marketing Research PART 3: PRODUCT DECISIONS 9. Product Concepts 10. Developing and Managing Products 11. Services and Nonprofit Organization Marketing PART 4: DISTRIBUTION DECISIONS 12. Marketing Channels and Supply Chain Management 13. Retailing PART 5: PROMOTION DECISIONS 14. Integrated Marketing Communications 15. Advertising and Public Relations 16. Sales Promotion and Personal Selling PART 6: PRICING DECISIONS 17. Pricing Concepts 18. Setting the Right Price PART 7: TECHNOLOGY DRIVEN MARKETING 19. Internet Marketing 20. One-to-One Marketing Appendix: Careers in Marketing Glossary Endnotes Company and Organizational Index Subject Index Internet Index