Synopses & Reviews
ESSENTIALS OF MARKETING, 5th continues the tradition of providing comprehensive, up-to-the minute coverage of key marketing topics in a brief text. ESSENTIALS OF MARKETING, 5th is ideal for those who wish to incorporate outside projects or readings into their course. 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 features a comprehensive supplement package.
Review
[Chapter 20 on Database Marketing] is one of the majore strengths of this text compared to the competition.
Review
[Chapter 20 on Database Marketing] is one of the majore strengths of this text compared to the competition.
Review
Very good package. I especially like the E-Marketing Planning Worksheet, review quizzes, and the PowerPoint presentation. (Good thought in giving the students the full PPP.) (sic)
Synopsis
Essentials of Marketing, 4e, continues the tradition of providing comprehensive, up-to-the minute coverage of key marketing topics in a brief text. 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 features a comprehensive and companion Web site.
About the Author
Lamb has authored or co-authored 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 honour that the university bestows on its faculty. Other key honours 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.A member of the American Marketing Association, Academy of Marketing Science, Southern Marketing Association, and Southwestern Marketing Association, Hair 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 has been chairman of the marketing department since 1976. He has been an instructor for more than 20 years and is the recipient of several awards for outstanding teaching. McDaniel has also been a district sales manager for Southwestern Bell Telephone Company. Currently, he serves as a board member of the North Texas Higher Education Authority, and is a member of the American Marketing Association, Academy of Marketing Science, Southern Marketing Association, Southwestern Marketing Association, and Western Marketing Association.
Table of Contents
A brilliant idea! What is even more exciting is the national competition for the Marketing Plan and the flexibility of assigning it as a comprehensive case. I am glad that a new case will be available each semester!! [Chapter 20 on Database Marketing] is one of the majore strengths of this text compared to the competition. Very good package. I especially like the E-Marketing Planning Worksheet, review quizzes, and the PowerPoint presentation. (Good thought in giving the students the full PPP.) (sic) The test bank is exactly what I prefer. You provide a good mixture of questions in regard to straight definitions vs. application questions, and diversity in True/False, Multiple Choice, and Short Answer. Your test bank is one of the better collections of questions I have seen in a while.