MKTG7 - Softcover

Lamb, Charles W.; Hair, Joseph F., Jr.; McDaniel, Carl

Softcover

ISBN 10: 1285091868 ISBN 13: 9781285091860

Publisher: South-Western Pub, 2013

Synopsis

Created through a "student-tested, faculty-approved" review process with direct input from students and faculty, MKTG7 is an engaging and accessible solution to accommodate the diverse lifestyles of today's learners at a value-based price. MKTG7 employs up-to-date, relevant examples from a wide range of independent upstarts and larger companies students love. MKTG7 also offers a dynamic range of web-based review and testing products to facilitate today's on-the-go lifestyle. From chapter by chapter prep-cards and full PowerPoint decks to interactive video quizzing and relevant case-studies, MKTG7 makes reaching out to students a breeze.

About this title

About the Author:

Charles W. Lamb, Jr., served as chair of the department of marketing at the M. J. Neeley School of Business from 1982 to 1988 and again from 1997 to 2003. He is currently chair of the Department of Information Systems and Supply Chain Management and is a former president of the Academy of Marketing Science and the Southwestern Marketing Association. 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 and selection as a Distinguished Fellow of the Academy of Marketing Science and Fellow of the Southwestern Marketing Association.

Review:

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. onsumer Decision Making. 7. Business Marketing. 8. Segmenting and Targeting Markets. 9. 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. Supply Chain Management. 14. Marketing Channels and Retailing. PART V. PROMOTION AND COMMUNICATION STRATEGIES. 15. Marketing Communications. 16. Advertising, Public Relations, and Sales Promotion. 17. Personal Selling and Sales Management. 18. Social Media and Marketing. PART VI. PRICING DECISIONS. 19. Pricing Concepts. 20. Setting the Right Price.

About this edition

• Publisher: South-Western Pub
• Publication date: 2013
• ISBN 10: 1285091868
• ISBN 13: 9781285091860
• Binding: Paperback
• Number of pages: 386