(eBook PDF) MKTG 4th Canadian Edition by Charles W. Lamb – Digital Ebook – Instant Delivery Download
Product details:
- ISBN-10 : 0176723684
- ISBN-13 : 978-0176723682
- Author: Charles Lamb
MKTG 4CE provides Introduction to Marketing students with an interactive and engaging learning experience. The growth of this text over the last 10 years has been shaped by not only reviews from instructors teaching the course, but also focus groups with over 300 students from 31 institutions across Canada.
Table contents:
PART 1: Marketing—Let’s Get Started
1 An Introduction to Marketing
2 The Marketing Environment, Social Responsibility, and Ethics
3 Strategic Planning for Competitive Advantage
4 Developing a Global Vision
PART 2: Analyzing Marketing Opportunities
5 Marketing Research
6 Consumer Decision Making
7 Business Marketing
8 Segmenting, Targeting, and Positioning
9 Customer Relationship Management (CRM)
PART 3: Product Decisions
10 Product Concepts
11 Developing and Managing Products
12 Services and Nonprofit Organization Marketing
PART 4: Pricing Decisions
13 Setting the Right Price
PART 5: Distributing Decisions
14 Marketing Channels and Supply Chain Management
15 Retailing
PART 6: Promotion Decisions
16 Marketing Communications
17 Advertising, Public Relations, and Direct Response
18 Sales Promotion and Personal Selling
19 Social Media Strategies
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