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Essentials of Marketing Charles W. Lamb, Joseph F. Hair, Carl D. McDaniel

By: Contributor(s): Material type: TextTextPublication details: London : South-Western ; Cengage Learning 2009Edition: 6th edDescription: xxix, 546 p. : color ill. ; 28 cmISBN:
  • 9780324584424
Subject(s): DDC classification:
  • 658.8 LAM
Summary: This book continues the tradition of providing comprehensive, up-to-the minute coverage of key marketing topics in a brief text. It is ideal for those who wish to incorporate outside projects or readings into their course.Summary: Part 1: THE WORLD OF MARKETING. 1. An Overview of Marketing. Career Appendix. Marketing Plan Appendix. 2. Strategic Planning for Competitive Advantage. 3. Social Responsibility, Ethics, and the Marketing Environment. 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 AND DISTRIBUTION DECISIONS. 9. Product Concepts. 10. Developing and Managing Products. 11. Marketing Channels and Supply Chain Management. 12. Retailing. Part 4: PROMOTION AND PRICING DECISIONS. 13. Marketing Communications and Advertising. 14. Public Relations, Sales Promotion, and Personal Selling. 15. Pricing Concepts.
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Holdings
Item type Current library Call number Status Date due Barcode
Books Books Symbiosis Institute of Business Management, Bengaluru SIBMB-11A 658.8 LAM (Browse shelf(Opens below)) Available SIBMB-B-001946
Books Books Symbiosis Institute of Business Management, Bengaluru SIBMB-11A 658.8 LAM (Browse shelf(Opens below)) Available SIBMB-B-002108

Includes index

This book continues the tradition of providing comprehensive, up-to-the minute coverage of key marketing topics in a brief text. It is ideal for those who wish to incorporate outside projects or readings into their course.

Part 1: THE WORLD OF MARKETING. 1. An Overview of Marketing. Career Appendix. Marketing Plan Appendix. 2. Strategic Planning for Competitive Advantage. 3. Social Responsibility, Ethics, and the Marketing Environment. 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 AND DISTRIBUTION DECISIONS. 9. Product Concepts. 10. Developing and Managing Products. 11. Marketing Channels and Supply Chain Management. 12. Retailing. Part 4: PROMOTION AND PRICING DECISIONS. 13. Marketing Communications and Advertising. 14. Public Relations, Sales Promotion, and Personal Selling. 15. Pricing Concepts.

English

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