MKTG 6, 6th Edition

  • includes CourseMate with Career Transitions 2.0 Printed Access Card
  • Charles W. Lamb Texas Christian University
  • Joe F. Hair Louisiana State University
  • Carl McDaniel University of Texas, Arlington
  • ISBN-10: 1133190111  |  ISBN-13: 9781133190110
  • 416 Pages
  • Previous Editions: 2012, 2011, 2010
  • © 2013 | Published
  • College Bookstore Wholesale Price = $48.75 
  • Newer Edition Available
  •   *Why an online review copy?
    • It's the greener, leaner way to review! An online copy cuts down on paper and on time. Reduce the wait (and the weight) of printed texts. Your online copy arrives instantly, and you can review it anytime from your computer or favorite mobile device.

    If you prefer a print copy to review, please contact your representative.

     

    About

    Overview

    Created through a "student-tested, faculty-approved" review process with direct input from students and faculty, *MKTG6* is an engaging and accessible solution to accommodate the diverse lifestyles of today's learners at a value-based price. *MKTG6* employs up-to-date, relevant examples from a wide range of independent upstarts and larger companies students love. *MKTG6* also offers a dynamic range of web-based review and testing products to facilitate today's on-the-go lifestyle. From chapter by chapter prep-cards and full PowerPoint decks to interactive video quizzing and relevant case-studies applying concepts, *MKTG6* makes reaching out to students a breeze.


    Additional Product Information

    Features/Benefits

    • Shorter, comprehensive chapters in a modern design present content in a more engaging and accessible format without minimizing coverage for your course.*MKTG6* uses a wide range of examples, from Angry Birds and Zippo to Bumpy Road and Grape Nuts to show just how pervasive marketing really is in students' lives.
    • Chapter In Review Cards at the back of the Student Editions provide students a portable study tool containing all of the pertinent information for class preparation.
    • Instructor Prep Cards at the back of the Instructor's Edition make preparation simple with detachable cards for each chapter, offering a quick map of chapter content, a list of corresponding PowerPoint and video resources, additional examples, and suggested assignments and discussion questions to help you organize chapter content efficiently.
    • A full suite of unique learning tools that appeal to different learning styles is available to students with the purchase of a new book. Quizzes, audio reviews, video podcasts, and more are only a click away.
    • All of the content and resources you expect with a supplements package that is second to none including full suite of Examview tests with scenario based questions, Student and Instructor PowerPoint decks, Instructor Manual by chapter, and more.

    Table of Contents

    PART I: 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 II: ANALYZING MARKETING 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 COMMUNICATION STRATEGIES.
    16. Promotion 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 (CRM).
    22. Social Media & Marketing.
    ENDNOTES.
    INDEX .
    TEAR-OUT CARDS.

    What's New

    • MKTG6 contains a number of new examples, pulling from both large companies that students will be familiar with and from small local businesses that show students how marketing affects consumers on a local, national, and global level.
    • New examples are found in boxes throughout the book, including Dodge, Smartphone app Pose, GymIt, Revlon, and more.
    • New companies are also integrated into the running text, with strategic decisions by Zippo, Baby Carrots new positioning, RelayRides, Grape Nuts, Weight Watchers, and much more.
    • MKTG6 also has new information throughout. Some key new sections are: Chapter 2 has been reorganized to emphasize understanding strategic decision making and its impact on planning, as well as an expanded section on implementing plans. Chapter 3 has a new section on cause-related marketing. Chapter 5 on the impact of multinational corporations. Chapter six introduces how consumer behavior impacts public policy, the want-got gap, and better understanding needs and wants. Chapter 7 and 16 now integrate the use of social media into B2B and integrated marketing.

    Learning Resource Bundles

    Learning Resource Bundles

    Convenient, cost-effective bundles provide additional resources to boost student engagement. Contact your Learning Consultant for more information.


    Bundle: Text + CengageNOW with eBook Printed Access Card
    ISBN-10: 1285061152 | ISBN-13: 9781285061153
    List Price = $80.95  | CengageBrain Price = $80.95  | College Bookstore Wholesale Price = $57.75

    This Bundle Includes:

    • MKTG 6
      List Price = $64.95  | CengageBrain Price = $64.95  | College Bookstore Wholesale Price = $48.75
    • CengageNOW Printed Access Card
      List Price = $108.95  | College Bookstore Wholesale Price = $80.75


    Supplements

    Instructor Supplements

    Instructor Supplements

    All supplements have been updated in coordination with the main title. Select the main title's "About the Solution" 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.

    CourseMate with Career Transitions 2.0 Instant Access  (ISBN-10: 1111964262 | ISBN-13: 9781111964269)

    List Price = $64.95  | CengageBrain Price = $64.95  | College Bookstore Wholesale Price = $48.75


    WebTutor™ on Blackboard® with eBook on Gateway Instant Access Code  (ISBN-10: 1133588484 | ISBN-13: 9781133588481)

    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 = $50.00  | CengageBrain Price = $50.00  | College Bookstore Wholesale Price = $50.00


    WebTutor™ on WebCT™ with eBook on Gateway, 1 term (6 months) Instant Access  (ISBN-10: 1133588506 | ISBN-13: 9781133588504)

    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 = $50.00  | CengageBrain Price = $50.00  | College Bookstore Wholesale Price = $50.00


    Instructor's Resource CD-ROM  (ISBN-10: 1133603521 | ISBN-13: 9781133603528)


    DVD Video MKTG Company Clips  (ISBN-10: 1111532435 | ISBN-13: 9781111532437)

    Videos have been selected to support parts of the book and to deepen students' understanding of the business communication concepts presented throughout the text.


    Student Supplements

    Student Supplements

    All supplements have been updated in coordination with the main title. Select the main title's "About the Solution" 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.

    CourseMate with Career Transitions 2.0 Instant Access  (ISBN-10: 1111964262 | ISBN-13: 9781111964269)

    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 MKTG, 6th Edition.

    List Price = $64.95  | CengageBrain Price = $64.95  | College Bookstore Wholesale Price = $48.75


    WebTutor™ on Blackboard® with eBook on Gateway Instant Access Code  (ISBN-10: 1133588484 | ISBN-13: 9781133588481)

    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 = $50.00  | CengageBrain Price = $50.00  | College Bookstore Wholesale Price = $50.00


    WebTutor™ on WebCT™ with eBook on Gateway, 1 term (6 months) Instant Access  (ISBN-10: 1133588506 | ISBN-13: 9781133588504)

    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 = $50.00  | CengageBrain Price = $50.00  | College Bookstore Wholesale Price = $50.00


    WebTutor™ on LMS with eBook on Gateway, 1 term (6 months) Instant Access  (ISBN-10: 1133961479 | ISBN-13: 9781133961475)

    List Price = $64.50  | College Bookstore Wholesale Price = $64.50


    WebTutor™ on LMS with Gateway, 1 term (6 months) Instant Access  (ISBN-10: 1133961487 | ISBN-13: 9781133961482)

    List Price = $57.95  | CengageBrain Price = $57.95  | College Bookstore Wholesale Price = $43.00


    WebTutor™ on LMS with eBook on Gateway Printed Access Card  (ISBN-10: 1285050436 | ISBN-13: 9781285050430)

    List Price = $75.95  | CengageBrain Price = $75.95  | College Bookstore Wholesale Price = $56.50


    Blackboard MindLink for CourseMate, 1 term (6 months) Instant Access  (ISBN-10: 1285311450 | ISBN-13: 9781285311456)

    The more you study, the better the results. Make the most of your study time by accessing everything you need to succeed in your marketing course in one place. Read your eBook, take notes, review flashcards, view videos, and take practice quizzes—all online with MindLink for CourseMate on Blackboard.

    List Price = $69.95  | CengageBrain Price = $69.95  | College Bookstore Wholesale Price = $69.95


    General MindLink for CourseMate, 1 term (6 months) Instant Access  (ISBN-10: 1285276647 | ISBN-13: 9781285276649)

    The more you study, the better the results. Make the most of your study time by accessing everything you need to succeed in your marketing course in one place. Read your eBook, take notes, review flashcards, and take practice quizzes—all online with MindLink for CourseMate.

    List Price = $64.95  | CengageBrain Price = $64.95  | College Bookstore Wholesale Price = $48.75


    Meet the Author

    About the Author

    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, selection as a Distinguished Fellow of the Academy of Marketing Science, and a 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 over 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 than 40 years during which he 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 Marketing, 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.