MKTG 3.0 2009 Edition, 3rd Edition
includes Review Card and Printed Access Card

Charles W. Lamb - Texas Christian University

Joseph F. Hair - Louisiana State University

Carl McDaniel - University of Texas, Arlington

ISBN-10: 0324789289  ISBN-13: 9780324789287

336 Pages   Paperbound

© 2010     Published

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

Table of Contents

Part One: THE WORLD OF MARKETING
1. Overview of Marketing.
2. Strategic Planning for Competitive Advantage.
3. Social Responsibility, Ethics, and the Marketing Environment.
4. Developing a Global Vision.
Part Two: ANALYZING MARKET OPPORTUNITIES
5. Consumer Decision Making.
6. Business Marketing.
7. Segmenting and Targeting Markets.
8. Decision Support Systems and Marketing Research.
Part Three: PRODUCT DECISIONS
9. Product Concepts.
10. Developing and Managing Products.
11. Services and Nonprofit Organization Marketing.
Part Four: PLACE (DISTRIBUTION) DECISIONS
12. Marketing Channels and Supply Chain Management.
13. Retailing.
Part Five: PROMOTION DECISIONS
14. Integrated Marketing Communication.
15. Advertising and Public Relations.
16. Sales Promotion and Personal Selling.
Part Six: PRICING DECISIONS
17. Pricing Concepts.
18. Setting the Right Price.
Part Seven: TECHNOLOGY-DRIVEN MARKETING
19. Customer Relationship Management.