Marketing, 10th Edition

Charles W. Lamb - Texas Christian University

Joseph F. Hair - Louisiana State University

Carl McDaniel - University of Texas, Arlington

ISBN-10: 0324591098  ISBN-13: 9780324591095

736 Pages   Casebound

© 2009     Published

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• Overview
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• About the Author
• |
• Table of Contents
• |
• Features
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• New to this Edition

Table of Contents

PART 1: 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 2: ANALYZING MARKETING OPPORTUNITIES.
6. Consumer Decision Making.
7. Business Marketing.
8. Segmenting and Targeting Markets.
9. Decision Support Systems and Marketing Research.
PART 3: PRODUCT DECISIONS XX.
10. Product Concepts xx.
11. Developing and Managing Products.
12. Services and Nonprofit Organization Marketing.
PART 4: DISTRIBUTION DECISIONS.
13. Marketing Channels.
14. Supply Chain Management
15. Retailing.
PART 5: PROMOTION AND COMMUNICATION STRATEGIES.
16. Promotional Planning for Competitive Advantage.
17. Advertising and Public Relations.
18. Sales Promotion and Personal Selling.
PART 6: PRICING DECISIONS.
19. Pricing Concepts.
20. Setting the Right Price.
PART 7: TECHNOLOGY-DRIVEN MARKETING.
21. Consumer Relationship Management (CRM).