MKTG5 – Ebook PDF Instant Delivery – ISBN(s): 9780170453936,0170453936
Product details:
- ISBN-10: 0170460940
- ISBN-13: 9780170460941
- Author: Charles W. Lamb, Jr, Joe F. Hair, Carl McDaniel, Jane Summers, Michael Gardiner
MKTG5 offers a unique blended learning solution for instructors and students in introductory marketing subjects, in the university and vocational sectors.
Paving a new way to both teach and learn, MKTG5 is designed to truly connect with today’s busy, digitally focused student. The content in the easy-to-read text with tear-out review cards combines with an optional online component on the MindTap eLearning platform.
Table of contents:
PART 1: AN INTRODUCTION TO MARKETING
1. An overview of marketing
2. Ethics and the marketing environment
PART 2: CONSUMER INFORMATION
3. Consumer decision making
4. Business-to-business marketing
5. Segmenting and targeting markets
6. Market research
PART 3: MANAGING THE MARKETING MIX
7. Product concepts
8. Developing and managing products
9. Services, non-profit and other intangibles
10. Marketing channels and distribution decisions
11. Integrated marketing communication
12. The promotions mix
13. Pricing
PART 4: THE WORLD OF MARKETING
14. Global marketing
15. Marketing strategy
16. Marketing and new technology
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