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Essentials of Marketing, 5th Edition

Essentials of Marketing, 5th Edition

Charles W. Lamb - Texas Christian University

Joseph F. Hair - Louisiana State University

Carl McDaniel - University of Texas, Arlington

ISBN-10: 032431664X  ISBN-13: 9780324316643

576 Pages   Paperbound

© 2006     Published

Table of Contents

Part 1: THE WORLD OF MARKETING.
1. An Overview of Marketing.
Career Appendix.
Marketing Plan Appendix.
2. The Marketing Environment.
3. Developing a Global Vision.
Part 2: ANALYZING MARKETING OPPORTUNITIES.
4. Consumer Decision Making.
5. Business Marketing.
6. Segmenting and Targeting Markets.
7. Decision Support Systems and Marketing Research.
Part 3: PRODUCT AND DISTRIBUTION DECISIONS.
8. Product and Services Concepts.
9. Developing and Managing Products.
10. Marketing Channels and Supply Chain Management.
11. Retailing.
Part 4: PROMOTION AND PRICING DECISIONS.
12. Marketing Communications and Advertising.
13. Public Relations, Sales Promotion, and Personal Selling.
14. Pricing Concepts.