Synopses & Reviews
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.
Synopsis
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, ThomsonNOW 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.
Synopsis
Never HIGHLIGHT a Book Again! Virtually all testable terms, concepts, persons, places, and events are included. Cram101 Textbook Outlines gives all of the outlines, highlights, notes for your textbook with optional online practice tests. Only Cram101 Outlines are Textbook Specific. Cram101 is NOT the Textbook.
Synopsis
The exciting new edition of Marketing continues the established tradition of adding value far beyond the expectations of the learners. 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 learners with an exhilarating first introduction to the dynamic world of marketing.
About the Author
Charles W. Lamb, Jr., is the M. J. Neeley Professor of Marketing at the M. J. Neeley School of Business, Texas Christian University. He served as chair of the department of Marketing from 1982 to 1988 and again from 1997 to the present. He is currently serving as president-elect of the Academy of Marketing Science.
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 Chancellor's 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.
Lamb earned an associate degree from Sinclair Community College, a bachelor's degree from Miami University, an MBA from Wright State Universtiy, and a doctorate form Kent State University. He previously served as assistant and associate professor of marketing at Texas AandM University.Joseph Hair is Alvin C. Copeland Endowed Chair of Franchising and Director, Entrepreneurship Institute, Louisiana State University. Previously, Hair held the Phil B. Hardin Chair of Marketing at the University of Mississippi. He has taught graduate and undergraduate marketing and marketing research courses.
Hair has authored 27 books, monographs, and cases and over 60 articles in scholarly journals. He also has participated on many university committees and has chaired numerous deparmental task forces. He serves on the editorial review boards of several jornals.
He is a member of the American Marketing Association, Academy of Marketing Science, Southern Marketing Association, and Southwerstern marketing Association.
Hair holds a bachelor's degree in ecomomics, a master's degree in marketing, and a doctorate in marketing, all from the University of Florida. He also serves as a marketing consultant to businesses in a variety of industries, ranging from food and retailing ot financial services, health care, electronics, and the U.S. Deparments of Agriculture and Interior.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 Norh Texas Higher Education Authority.
In addition to Marketing, McDaniel aso has co-authored numerous textbooks in marketing and business. McDaniel's research has appeared in such publications as the Journal of Marketing, Journal of Business Research, Jornal of the Academy of Marketing Science, and Clalifornia Management Review.
McDaniel is a member of the American Marketing Association, Academy of Marketing Science, Southern Marketing Association, Southwestern Marketing Association, and Western Marketing Association.
Besides his academic experience, McDaniel has business experience as the co-owner of a marketing research firm. Recently, McDaniel served as senior consultant to the International Trade Centre(ITC), Geneva, Switzerland. The ITC's mission is to help developing nations increase their exports. He has a bachelor's degree from the Universtiy of Arkansas and his master's degree and doctorate fom 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. Customer Relationship Marketing 21. One-to-One Marketing Appendix: Careers in Marketing Glossary Endnotes Internet Index