Higher Education

Marketing, 12th Edition

  • Charles W. Lamb Texas Christian University
  • Joe F. Hair Louisiana State University
  • Carl McDaniel University of Texas, Arlington
  • ISBN-10: 111182164X  |  ISBN-13: 9781111821647
  • 912 Pages
  • Previous Editions: 2011, 2009, 2008
  • © 2013 | Published
  • College Bookstore Wholesale Price = $281.25

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About

Overview

Engaging and thorough, MARKETING, 12th Edition shows students how marketing principles affect their day-to-day lives, as well as their significant influence on business decisions. Core topics include the social marketing phenomenon, entrepreneurship, C.R.M., global perspectives, and ethics, as well as in-depth discussions on key tools of the trade, such as metrics and the marketing plan. Intriguing coverage of newsworthy events clarifies the readings for students and gets them thinking about their own decisions in the consumer marketplace. Loaded with helpful learning features like detailed appendices, cases, vignettes, boxed features, and videos, MARKETING, 12th Edition gives students countless opportunities to develop and apply critical thinking skills while acquiring the marketing knowledge essential in the business world.

Additional Product Information

Features and Benefits

  • Integrated Instructor Support: Spend less time preparing for class and make more of your time in it with the Integrated Learning System, which ties chapter learning objectives to the instructor supplements—for faster, easier planning!
  • Real-World Companies: Packed with examples and end-of-chapter applications, MARKETING, 12th Edition demonstrates global perspectives, customer experience, ethics, and other marketing-related issues through profiles of actual companies, giving students a close-up perspective of modern marketing in action.
  • Marketing Miscues and Cases: These fascinating accounts let students work through marketing challenges facing companies in the marketplace today. Newsworthy events affecting Rovio, Four Loko, and Nestle demonstrate missteps in marketing implementation, while critical-thinking cases on American Airlines, Mary Kay, CutCut, and Prestige Brands encourage students to come up with alternative plans.

Table of Contents

PART I: THE WORLD OF MARKETING.
1. An Overview of Marketing.
Career Appendix.
2. Strategic Planning for Competitive Advantage.
Marketing Plan Appendix.
3. Ethics and Social Responsibility.
4. The Marketing Environment.
5. Developing a Global Vision.
PART II: ANALYZING MARKET OPPORTUNITIES.
6. Consumer Decision Making.
7. Business Marketing.
8. Segmenting and Targeting Markets.
9. Decision Support Systems and Marketing Research.
PART III: PRODUCT DECISIONS.
10. Product Concepts.
11. Developing and Managing Products.
12. Services and Nonprofit Organization Marketing.
PART IV: DISTRIBUTION DECISIONS.
13. Marketing Channels.
14. Supply Chain Management.
15. Retailing.
PART V: PROMOTION AND COMMUNICATIONS STRATEGIES.
16. Promotional Planning for Competitive Advantage.
17. Advertising and Public Relations.
18. Sales Promotion and Personal Selling.
PART VI: PRICING DECISIONS.
19. Pricing Concepts.
20. Setting the Right Price.
PART VII: TECHNOLOGY-DRIVEN MARKETING.
21. Customer Relationship Management (C.R.M.).
22. Social Media and Marketing.

What's New

  • Exciting Social Media and Marketing Chapter: A hot topic in marketing today, social media comes with unique challenges and opportunities. MARKETING, 12th Edition uses pop culture to examine the growing trend, discussing Lady Gaga's successful self-marketing campaign, Korean BBQ food trucks, Adobe's Facebook Real or Fake campaign, and many other examples.
  • Marketing Metrics Boxes: New feature boxes illustrate how profitability and other standards of measurement lead to business decisions, giving a mathematical foundation to the decision-making process as it applies to distribution, product development, pricing, and all aspects of the marketing mix.
  • Annotated Marketing Plan Appendix: Positioned after Chapter 2, the actual marketing plan from E-Motion Software helps students understand the level of detail needed to plot out an effective marketing strategy.
  • Entrepreneurship Cases: Several new cases on the Girl Scouts, Groupon, LivingSocial, Ford, Pantone, Gatorade, Marriott, BMW, and others illustrate marketing success stories, and enable students to apply newfound knowledge to real-world scenarios.

Learning Resource Bundles

Choose the textbook packaged with the resources that best meet your course and student needs. Contact your Learning Consultant for more information.

Printed Text + Aplia with eBook Instant Access

ISBN-10: 1285328892  | ISBN-13: 9781285328898

List Price = $386.95  | CengageBrain Price = $386.95  | College Bookstore Wholesale Price = $291.25

This Bundle Includes:

  • Marketing
    List Price = $373.95  | CengageBrain Price = $373.95  | College Bookstore Wholesale Price = $281.25
  • Aplia™, 1 term Instant Access
    List Price = $99.00  | CengageBrain Price = $99.00  | College Bookstore Wholesale Price = $99.00


Printed Text + Marketing CourseMate with Career Transitions 2.0 Instant Access

ISBN-10:  1285329074  | ISBN-13:  9781285329079

List Price = $386.95  | CengageBrain Price = $386.95  | College Bookstore Wholesale Price = $291.25

This Bundle Includes:

  • Marketing
    List Price = $373.95  | CengageBrain Price = $373.95  | College Bookstore Wholesale Price = $281.25
  • CourseMate with Career Transitions 2.0 Instant Access
    List Price = $261.00  | CengageBrain Price = $261.00  | College Bookstore Wholesale Price = $261.00


Printed Text + CengageNOW with eBook Instant Access Code

ISBN-10:  128532885X  | ISBN-13:  9781285328850

List Price = $386.95  | CengageBrain Price = $386.95  | College Bookstore Wholesale Price = $291.25

This Bundle Includes:

  • Marketing
    List Price = $373.95  | CengageBrain Price = $373.95  | College Bookstore Wholesale Price = $281.25
  • CengageNOW Instant Access
    List Price = $99.00  | CengageBrain Price = $99.00  | College Bookstore Wholesale Price = $99.00


Printed Text + General MindLink for MindTap® Marketing Instant Access

ISBN-10:  130552750X | ISBN-13:  9781305527508

List Price = $386.95  | CengageBrain Price = $386.95  | College Bookstore Wholesale Price = $291.25

This Bundle Includes:

  • Marketing
    List Price = $373.95  | CengageBrain Price = $373.95  | College Bookstore Wholesale Price = $281.25
  • General MindLink for MindTap® Marketing, 1 term (6 months) Instant Access
    List Price = $99.00  | CengageBrain Price = $99.00  | College Bookstore Wholesale Price = $99.00


Supplements

All supplements have been updated in coordination with the main title. Select the main title's "About" tab, then select "What's New" for updates specific to title's edition.

For more information about these supplements, or to obtain them, contact your Learning Consultant.

Instructor Supplements

Instructor Resource CD-ROM  (ISBN-10: 1133274641 | ISBN-13: 9781133274643)

Managing your classroom resources is now easier than ever. The new Instructor Resource CD-ROM contains all key instructor supplements--Instructor's Manual, Certified Test Bank, PowerPoint® slides, "Who Wants to Be a Marketer?" embedded videos, and ExamView® testing software.

Company Clips DVD for Marketing  (ISBN-10: 1133274714 | ISBN-13: 9781133274711)

The Company Clips DVD highlights the marketing practices of contemporary companies. These videos reinforce the foundations of marketing by taking you behind the scenes and introducing you to real-world marketers.

CourseMate with Career Transitions 2.0 Instant Access  (ISBN-10: 113357730X | ISBN-13: 9781133577300)

Cengage Learning's CourseMate brings course concepts to life with interactive learning, study, and exam preparation tools that support the printed textbook. Maximize your course success with the integrated eBook and chapter-specific learning tools that include flashcards, quizzes, videos, and more in your CourseMate. Key Features: Interactive eBook, Engagement Tracker, Learning Objectives, Tutorial Quizzes, Glossary and Flashcards, and Web Links and References.

List Price = $261.00  | CengageBrain Price = $261.00  | College Bookstore Wholesale Price = $261.00

WebTutor™ on Blackboard® with eBook on Gateway Instant Access Code  (ISBN-10: 1111968519 | ISBN-13: 9781111968519)

Succeed in your marketing course with this anytime, anywhere customized learning solution that reinforces and clarifies complex concepts, provides online quizzes with instant feedback and other online learning tools, and keeps you connected to your textbook, instructor, and classmates.

List Price = $271.00  | CengageBrain Price = $271.00  | College Bookstore Wholesale Price = $271.00

WebTutor™ on WebCT™ with eBook on Gateway, 1 term (6 months) Instant Access  (ISBN-10: 1111968527 | ISBN-13: 9781111968526)

Succeed in your marketing course with this anytime, anywhere customized learning solution that reinforces and clarifies complex concepts, provides online quizzes with instant feedback and other online learning tools, and keeps you connected to your textbook, instructor, and classmates.

List Price = $271.00  | CengageBrain Price = $271.00  | College Bookstore Wholesale Price = $271.00

CengageNOW Instant Access  (ISBN-10: 1133575935 | ISBN-13: 9781133575931)

Succeed in your management course with CengageNOW, a powerful online homework tool that optimizes your learning experience. This interactive system generates a diagnostic Personalized Study Plan (with a chapter-specific Pre-test, Study Plan, and Post-test) to help you master concepts, prepare for exams, and get a better grade

List Price = $99.00  | CengageBrain Price = $99.00  | College Bookstore Wholesale Price = $99.00

MindTap® Marketing, 1 term (6 months) Instant Access for Lamb/Hair/McDaniel's Marketing  (ISBN-10: 1285381955 | ISBN-13: 9781285381954)

MindTap is a fully online, highly personalized learning experience built upon Cengage Learning content. MindTap combines student learning tools - readings, multimedia, activities and assessments - into a singular Learning Path that guides students through their course. Instructors personalize the experience by customizing authoritative Cengage Learning content and learning tools, including the ability to add their own content in the Learning Path via apps that integrate into the MindTap framework seamlessly with Learning Management Systems.

List Price = $99.00  | CengageBrain Price = $99.00  | College Bookstore Wholesale Price = $99.00

Student Supplements

CourseMate with Career Transitions 2.0 Instant Access  (ISBN-10: 113357730X | ISBN-13: 9781133577300)

Cengage Learning's CourseMate brings course concepts to life with interactive learning, study, and exam preparation tools that support the printed textbook. Access an integrated eBook, learning tools including flashcards, quizzes, and more, all designed specifically to work with MARKETING, 12th Edition.

List Price = $261.00  | CengageBrain Price = $261.00  | College Bookstore Wholesale Price = $261.00

WebTutor™ on Blackboard® with eBook on Gateway Instant Access Code  (ISBN-10: 1111968519 | ISBN-13: 9781111968519)

Succeed in your marketing course with this anytime, anywhere customized learning solution that reinforces and clarifies complex concepts, provides online quizzes with instant feedback and other online learning tools, and keeps you connected to your textbook, instructor, and classmates.

List Price = $271.00  | CengageBrain Price = $271.00  | College Bookstore Wholesale Price = $271.00

WebTutor™ on WebCT™ with eBook on Gateway, 1 term (6 months) Instant Access  (ISBN-10: 1111968527 | ISBN-13: 9781111968526)

Succeed in your marketing course with this anytime, anywhere customized learning solution that reinforces and clarifies complex concepts, provides online quizzes with instant feedback and other online learning tools, and keeps you connected to your textbook, instructor, and classmates.

List Price = $271.00  | CengageBrain Price = $271.00  | College Bookstore Wholesale Price = $271.00

CengageNOW Instant Access  (ISBN-10: 1133575935 | ISBN-13: 9781133575931)

Succeed in your management course with CengageNOW™, a powerful online homework tool that optimizes your learning experience. This interactive system generates a diagnostic Personalized Study Plan (with a chapter-specific Pre-test, Study Plan, and Post-test) to help you master concepts, prepare for exams, and get a better grade

List Price = $99.00  | CengageBrain Price = $99.00  | College Bookstore Wholesale Price = $99.00

LMS Integrated for Aplia™, 1 term Instant Access  (ISBN-10: 1285365712 | ISBN-13: 9781285365718)

Succeed in your marketing course with one full semester of access to Aplia's interactive learning system--featuring practice problems with immediate feedback and tools developed specifically for MARKETING, 12th Edition. Aplia has already helped more than a million students succeed in college classes.

List Price = $99.00  | CengageBrain Price = $99.00  | College Bookstore Wholesale Price = $99.00

MindTap® Marketing, 1 term (6 months) Instant Access for Lamb/Hair/McDaniel's Marketing  (ISBN-10: 1285381955 | ISBN-13: 9781285381954)

MindTap is a fully online, highly personalized learning experience built upon Cengage Learning content. MindTap combines student learning tools - readings, multimedia, activities and assessments - into a singular Learning Path that guides students through their course. Instructors personalize the experience by customizing authoritative Cengage Learning content and learning tools, including the ability to add their own content in the Learning Path via apps that integrate into the MindTap framework seamlessly with Learning Management Systems.

List Price = $99.00  | CengageBrain Price = $99.00  | College Bookstore Wholesale Price = $99.00

MindLink for CengageNOW™, 1 term (6 months) Instant Access  (ISBN-10: 1285321820 | ISBN-13: 9781285321820)

Succeed in your marketing course with 1-semester access to CengageNOW™, a powerful online homework tool that optimizes your learning experience. This interactive system generates a diagnostic Personalized Study Plan (with a chapter-specific Pre-test, Study Plan, and Post-test) to help you master concepts, prepare for exams, and get a better grade

List Price = $99.00  | CengageBrain Price = $99.00  | College Bookstore Wholesale Price = $99.00

General MindLink for MindTap® Marketing, 1 term (6 months) Instant Access  (ISBN-10: 1285407830 | ISBN-13: 9781285407838)

MindTap was created to harness the power of technology to drive student success. This cloud-based platform integrates a number of learning applications (“apps”) into an easy-to-use and easy to access tool that supports a personalized learning experience. MindTap combines student learning tools-readings, multimedia, activities and assessments-into a singular Learning Path that guides you through your marketing course.

List Price = $99.00  | CengageBrain Price = $99.00  | College Bookstore Wholesale Price = $99.00

Flash Cards Instant Access  (ISBN-10: 1285796071 | ISBN-13: 9781285796079)

Flashcards designed to work with your text can help you to review and learn essential terms and key concepts. Interactive flashcards include terms and definitions for each chapter. This is instant access product; at the completion of your purchase, simply go to "My Home" and gain immediate access to your product. Note: If you have purchased CourseMate for your title, flash cards are already included.

List Price = $4.00  | CengageBrain Price = $4.00  | College Bookstore Wholesale Price = $4.00

Quizzing Instant Access  (ISBN-10: 1285792270 | ISBN-13: 9781285792279)

Interactive practice quizzes designed to work with your text can help you to review and learn essential terms and key concepts. True/false and multiple choice questions are included for each chapter. Check your score and take quizzes again if needed. A reference for where to find more material in the text is included with each answer. This is instant access product; at the completion of your purchase, simply go to "My Home" and gain immediate access to your product. Note: If you have purchased CourseMate for your title, flash cards are already included.

List Price = $6.00  | CengageBrain Price = $6.00  | College Bookstore Wholesale Price = $6.00

Quizzing with Flash Cards Instant Access  (ISBN-10: 1285788478 | ISBN-13: 9781285788470)

Interactive practice quizzes and flashcards designed to work with your text can help you to review and learn essential terms and key concepts. Flashcards contain terms and definitions for each chapter. Practice quizzes consist of true/false and multiple choice questions for each chapter. Check your score and take quizzes again if needed. A reference for where to find more material in the text is included with each answer. This is instant access product; at the completion of your purchase, simply go to "My Home" and gain immediate access to your product. Note: If you have purchased CourseMate for your title, practice quizzes and flashcards are already included.

List Price = $6.00  | CengageBrain Price = $6.00  | College Bookstore Wholesale Price = $6.00

Meet the Author

Author Bio

Charles W. Lamb

Charles W. Lamb, Jr., served as chair of the department of marketing at the M. J. Neeley School of Business from 1982 to 1988 and again from 1997 to 2003. He is currently chair of the Department of Information Systems and Supply Chain Management and is a former president of the Academy of Marketing Science and the Southwestern Marketing Association. Lamb has authored or co-authored more than a dozen books and anthologies on marketing topics and over 150 articles that have appeared in academic journals and conference proceedings. In 1997, he was awarded the prestigious Chancellor’s Award for Distinguished Research and Creative Activity at TCU. This is the highest honor that the university bestows on its faculty. Other key honors he has received include the M. J. Neeley School of Business Research Award and selection as a Distinguished Fellow of the Academy of Marketing Science and Fellow of the Southwestern Marketing Association.

Joe F. Hair

Joseph Hair is Professor of Marketing at Kennesaw State University. He previously held the Alvin C. Copeland Endowed Chair of Franchising and was Director, Entrepreneurship Institute, Louisiana State University. Hair also held the Phil B. Hardin Chair of Marketing at the University of Mississippi. He has taught graduate and undergraduate marketing, sales management, and marketing research courses. Hair has authored more than 40 books and more than 80 articles in scholarly journals. He has also participated on many university committees and has chaired numerous departmental task forces. He serves on the editorial review boards of several journals. He is a member of the Academy of Marketing Science, American Marketing Association, Society for Marketing Advances, and Association for Marketing and Healthcare Research. He was selected as the 2011 AMS CUTCO/VECTOR Distinguished Marketing Educator, as the 2007 Innovative Marketer of the Year by the Marketing Management Association, and was the 2004 recipient of the Academy of Marketing Science Excellence in Teaching Award. Hair holds a bachelor’s degree in economics, a master’s degree in marketing, and a doctorate in marketing, all from the University of Florida. He also serves as a marketing consultant to businesses in a variety of industries ranging from food and retail to financial services, health care, electronics, and the U.S. Departments of Agriculture and Interior.

Carl McDaniel

Carl McDaniel is professor emeritus in service at the University of Texas–Arlington. He currently holds courses for the executive MBA program on the Fort Worth campus and in China. He was the chairman of the marketing department at UTA for 32 years. McDaniel’s career spanned more than 40 years, during which he was the recipient of several awards for outstanding teaching. McDaniel has also been a district sales manager for Southwestern Bell Telephone Company and served as a board member of the North Texas Higher Education Authority, a billion-dollar financial institution. In addition to MKTG, McDaniel has written and co-authored over 50 textbooks in marketing and business. McDaniel’s research has appeared in such publications as the Journal of Marketing, Journal of Business Research, Journal of the Academy of Marketing Science, and California Management Review. McDaniel is a member of the American Marketing Association. In addition to his academic experience, McDaniel has business experience as the co-owner of a marketing research firm. McDaniel has also served as senior consultant to the International Trade Centre (ITC), Geneva, Switzerland. The ITC’s mission is to help developing nations increase their exports. He has a bachelor’s degree from the University of Arkansas and his master’s degree and doctorate from Arizona State University.