(eBook PDF) MKTG 13th Edition By: Charles W. Lamb – Digital Ebook – Instant Delivery Download
Product details:
- ISBN-10 : 0357127803
- ISBN-13 : 978-0357127803
- Author: Charles W. Lamb, Joe F. Hair, Carl McDaniel
Learn Marketing YOUR Way with MKTG and MindTap! MKTGs easy-reference, paperback textbook presents course content through visually engaging chapters. Read or listen to your textbook, complete assignments, and study, all in one place. Track your scores and stay motivated toward your goals. Whether you have more work to do or are ahead of the curve, youll know where you need to focus your efforts. And the MindTap Green Dot will charge your confidence along the way. When its time to study, everything youve flagged or noted can be gathered into a guide you can organize.
Table of contents:
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. 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 and Marketing Channels.
14. 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.
Endnotes.
Index.
Student/Instructor Review Cards.
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