MKTG 11th Edition (eBook PDF) – Digital Ebook – Instant Delivery Download
Product details:
- ISBN-10 : 9781439039427
- ISBN-13 : 978-1439039427
- Author:
You experience marketing through billboards, television commercials, and even in the cereal aisle at the grocery store. Now MARKETING, Eleventh Edition–with its engaging presentation of concepts–will bring forward how much the principles of marketing play a role in your day-to-day life. With coverage of current marketing practices and exciting new features, Lamb, Hair, and McDaniel’s MARKETING, Eleventh Edition, will have you saying, “Now that’s marketing.”
Table of contents:
Part 1: The World of Marketing
Chapter 1: An Overview of Marketing
Chapter 2: Strategic Planning for Competitive Advantage
Chapter 3: Ethics and Social Responsibility
Chapter 4: The Marketing Environment
Chapter 5: Developing a Global Vision
Part 2: Analyzing Market Opportunities
Chapter 6: Consumer Decision Making
Chapter 7: Business Marketing
Chapter 8: Segmenting and Targeting Markets
Chapter 9: Marketing Research
Part 3: Product Decisions
Chapter 10: Product Concepts
Chapter 11: Developing and Managing Products
Chapter 12: Services and Nonprofit Organization Marketing
Part 4: Distribution Decisions
Chapter 13: Supply Chain Management and Marketing Channels
Chapter 14: Retailing
Part 5: Promotion and Communication Strategies
Chapter 15: Marketing Communications
Chapter 16: Advertising, Public Relations, and Sales Promotion
Chapter 17: Personal Selling and Sales Management
Chapter 18: Social Media and Marketing
Part 6: Pricing Decisions
Chapter 19: Pricing Concepts
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