Essentials of Marketing
2nd Edition
Published on 23. March 2000
Book
Paperback/Softback
608 pages
978-0-324-04376-1 (ISBN)
Description
Providing coverage of key marketing topics and issues, this text features an online chapter on Internet Marketing and a full set of ancillaries. Entrepreneurship boxes should help users apply concepts to the fastest-growing segment of business: small business.
More details
Series
Edition
2nd Revised edition
Language
English
Place of publication
Mason, OH
United States
Publishing group
Cengage Learning, Inc
Target group
College/higher education
Professional and scholarly
Edition type
Revised edition
Dimensions
Height: 279 mm
Width: 216 mm
Thickness: 25 mm
Weight
1270 gr
ISBN-13
978-0-324-04376-1 (9780324043761)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
C. Lamb | Joseph F. Hair | Carl McDaniel
Essentials of Marketing
Book
01/2002
3rd Edition
South-Western
€76.94
Article exhausted; check for reprint
Persons
Content
PART I: THE WORLD OF MARKETING. 1. An Overview of Marketing. 2. The Marketing Environment and Marketing Ethics. 3. Developing a Global Vision. PART II: ANALYZING MARKETING OPPORTUNITIES. 4. Consumer Decision Making. 5. Business Marketing. 6. Segmenting and Targeting Markets. 7. Decision Support Systems and Marketing Research. PART III: PRODUCT AND DISTRIBUTION DECISIONS. 8. Product and Services Concepts. 9. Developing and Managing Products. 10. Marketing Channels and Logistics Decisions. 11. Retailing. PART IV: INTEGRATED MARKETING COMMUNICATION AND PRICING CONCEPTS. 12. Marketing Communication and Personal Selling. 13. Advertising, Sales Promotion, and Public Relations. 14. Internet Marketing (available on-line). 15. Pricing Concepts. Appendix: Careers in Marketing.