Essentials of Marketing, 6th Edition

Charles W. Lamb - Texas Christian University

Joseph F. Hair - Louisiana State University

Carl McDaniel - University of Texas, Arlington

ISBN-10: 0324656203  ISBN-13: 9780324656206

576 Pages   Paperbound

© 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.
Career Appendix.
Marketing Plan Appendix.
2. Strategic Planning for Competitive Advantage.
3. Social Responsibility, Ethics, and the Marketing Environment.
4. Developing a Global Vision.
Part 2: ANALYZING MARKETING OPPORTUNITIES.
5. Consumer Decision Making.
6. Business Marketing.
7. Segmenting and Targeting Markets.
8. Decision Support Systems and Marketing Research.
Part 3: PRODUCT AND DISTRIBUTION DECISIONS.
9. Product Concepts.
10. Developing and Managing Products.
11. Marketing Channels and Supply Chain Management.
12. Retailing.
Part 4: PROMOTION AND PRICING DECISIONS.
13. Marketing Communications and Advertising.
14. Public Relations, Sales Promotion, and Personal Selling.
15. Pricing Concepts.