Introduction to Marketing
Published on 31. January 2009
Book
Paperback/Softback
736 pages
978-0-324-59931-2 (ISBN)
Description
With coverage of current marketing practices and exciting new features McDaniel, Lamb, Hair's INTRODUCTION TO MARKETING 10E, INTERNATIONAL EDITION will have your students saying, "Now that's marketing." You experience marketing through billboards, television commercials, and even in the cereal aisle at the grocery store. MARKETING 10e with its engaging presentation of concepts will bring forward how much the principles of marketing play a role in your day to day lives, even when you don't recognize it.
More details
Edition
International ed of 1oth revised ed
Language
English
Place of publication
Mason, OH
United States
Publishing group
Cengage Learning, Inc
Target group
College/higher education
Professional and scholarly
Dimensions
Height: 274 mm
Width: 213 mm
Thickness: 25 mm
Weight
1453 gr
ISBN-13
978-0-324-59931-2 (9780324599312)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Carl McDaniel | Joseph Hair | Charles Lamb
Introduction to Marketing
Book
05/2010
11th Edition
South-Western
€61.89
Article is exhausted; no reprint
Persons
Content
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 MARKETING OPPORTUNITIES. 6. Consumer Decision Making. 7. Business Marketing. 8. Segmenting and Targeting Markets. 9. Decision Support Systems and 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. Marketing Channels. 14. Supply Chain Management. 15. Retailing. Part V: PROMOTION AND COMMUNICATION STRATEGIES. 16. Promotional Planning for Competitive Advantage. 17. Advertising and Public Relations. 18. Sales Promotion and Personal Selling. Part VI: PRICING DECISIONS. 19. Pricing Concepts. 20. Setting the Right Price. Part VII: TECHNOLOGY-DRIVEN MARKETING. 21. Consumer Relationship Management (CRM).