Higher Education

Essentials of Marketing, 7th Edition

  • Charles W. Lamb Texas Christian University
  • Joe F. Hair Louisiana State University
  • Carl McDaniel University of Texas, Arlington
  • ISBN-10: 0538478349  |  ISBN-13: 9780538478342
  • 672 Pages
  • Previous Editions: 2009, 2006, 2005
  • © 2012 | Published
  • College Bookstore Wholesale Price = $187.25
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About

Overview

Help your students achieve marketing success by delivering the best up-to-the-minute coverage of key marketing topics available in this complete, yet brief, latest edition of ESSENTIALS OF MARKETING by award-winning instructors and leading authors Lamb/Hair/McDaniel. ESSENTIALS OF MARKETING, 7E uses a fresh, streamlined design to focus on captivating examples and innovative applications that ensure students not only understand marketing concepts, but also know how to effectively apply them to real-world practice. This edition now visually illustrates key marketing concepts and showcases the customer experience with an engaging writing style punctuated by the most recent marketing statistics and figures. A new appendix and exercises emphasize building a professional marketing plan with an integrated internet focus to further prepare students for success. This book’s concise 15-chapter format offers unequaled flexibility to make this course your own with outside projects and readings, while still providing the comprehensive coverage students need. Powerful teaching and learning tools form part of the book's hallmark Integrated Learning System organized around the book’s learning objectives. All-new videos produced specifically for this edition feature fascinating stories of marketing success, while a myriad of exceptional online and in-book tools answer the needs of a variety of learning and teaching styles. ESSENTIALS OF MARKETING, 7E's lively coverage and broad-based appeal is designed to create a learning experience that leaves your students saying, "Now that's marketing!"

Features and Benefits

  • INTEGRATED INSTRUCTOR SUPPORT ENSURES TIME-EFFICIENT, COHESIVE PREPARATION. The hallmark Lamb/Hair/McDaniel Integrated Learning System organizes all instructor supplements and teaching materials around the chapter learning objectives for a cohesive, structured course. With Lamb/Hair/McDaniel’s Integrated Learning System, you spend less time preparing and are able to make the more effective use of the time your students are in class.
  • WEALTH OF INTERACTIVE TOOLS ENABLES POWERFUL LECTURES. Create a lively learning environment as you engage and involve students. CengageNOW™ guides you in developing lectures around your students’ comprehension of key concepts. Business & Company Resource Center delivers the latest examples for discussion. In additional PowerPoint® slides includes step-by-step teaching notes with hundreds of full-color images, embedded videos, and hyperlinks to online activities for use during class.
  • PROVEN LEARNING FEATURES FOCUS ON MARKETING IN TODAY’S REAL BUSINESSES. A variety of global and ethics boxes, opening vignettes, videos, cases, and ethics applications are packed with examples of well-known companies facing intriguing marketing issues. No company is profiled more than once, allowing students to see marketing at work in a wide range of contexts. This is the only text with applications at the end of each chapter to ensure students know how to apply marketing concepts, rather than just memorize materials.
  • POWER-PACKED WEBSITE OFFERS ROBUST SUPPORT AND PRACTICE OPPORTUNITIES. Discover a wealth of teaching and learning resources on the text companion website. Easily download password-protected, electronic versions of the Instructor's Manual, Test Bank in Word®, and basic PowerPoint® slides (without video to speed download times), to ease class preparation.
  • On the new Coursemate online learning student site, students can test their marketing knowledge with crossword puzzles of key terms and short interactive quizzes. Additional exercises help students research marketing careers and even contact the text author team.

Table of Contents

PART I: THE WORLD OF MARKETING.
1. An Overview of Marketing.
Career Appendix.
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 AND DISTRIBUTION DECISIONS.
10. Product Concepts.
11. Developing and Managing Products.
12. Marketing Channels and Supply Chain Management.
13. Retailing.
PART IV: PROMOTION AND PRICING DECISIONS.
14. Marketing Communications and Advertising.
15. Public Relations, Sales Promotion, and Personal Selling.
16. Pricing Concepts.

What's New

  • NEW PRINTED AND ONLINE MARKETING PLAN EXERCISES GUIDE STUDENTS IN APPLYING CONCEPTS. A series of end-of-chapter Marketing Plan Exercises, as well as Marketing Plan Worksheets on the text’s companion website, encourage students to apply the marketing principles and strategies they’ve just learned. After completing each well-crafted exercise, your students are one step closer to building a complete strategic marketing plan for a company of their choosing.
  • NEW INTERACTIVE EXERCISES ENCOURAGE DISCUSSION AND ENSURE CLASS PREPARATION. A series of new Interactive Exercises keep your students engaged and prepared to participate in class discussion. These focused homework exercises use a variety of media, such as videos or simulations, to help students master concepts. Every question is automatically graded with immediate feedback and review guidelines that direct students back to the text and help them come to class better prepared. You can efficiently review dashboard reports to measure student performance and progress in your course.
  • NEW ANNOTATED MARKETING PLAN APPENDIX DEMONSTRATES HOW TO USE THE BOOK’S CONCEPTS TO CREATE A PROFESSIONAL PLAN. A new Marketing Plan Appendix, early in the text after Chapter 2, uses annotations that connect each part of a professional marketing plan to material throughout this edition. Your students quickly see the direct correlation between chapters in the book and elements of a marketing plan for a real company. A thorough, real marketing plan from E-Motion software also helps students better understand the level of detail needed to plot out a successful marketing strategy.
  • NEW "GLOBAL PERSPECTIVES' FEATURE HIGHLIGHTS MARKETING ISSUES THROUGHOUT VARIOUS CONTINENTS. Intriguing, new “Global Perspectives” boxes provide expanded global examples of marketing issues facing companies throughout the world. Each box concludes with thought-provoking questions carefully prepared to stimulate class discussion. Students examine engaging examples, such as how U.S. ethical practices compare around the globe, how McDonald’s is emerging in Russia, and how luxury retailers are becoming global giants.
  • REVISED "ETHICS IN MARKETING" FEATURE FOCUSES ON CRITICAL DECISION-MAKING SKILLS. This streamlined edition continues a strong emphasis on ethics. Revised “Ethics in Marketing” boxes throughout offer intriguing questions that guide students through ethical decision making. Provocative examples highlight the importance of ethics throughout numerous marketing decisions.
  • NEW "CUSTOMER EXPERIENCE" SHOWCASES CURRENT EXAMPLES OF CONSUMERS IN ACTION. New, exciting feature boxes in each chapter demonstrate some of today’s most current examples of the Customer Experience in action and highlight the chapter’s topic at work. Students examine example, such as whether or not the customer experience at Starbucks--an integral part of that company’s brand and a huge factor in customer loyalty--has been watered down in recent years. Students also review intriguing issues, such as how Zappos’ great customer service helps reduce cognitive dissonance.
  • NEW "ANATOMY OF" FEATURE GRAPHICALLY ILLUSTRATES KEY MARKETING CONCEPTS. These new, full-page unique graphics use captivating photography to clearly illustrate particular concepts in select chapters. Each "Anatomy Of" demonstrates how the elements of a key marketing concept connect. Students review the anatomies of a multinational company, buying decision, packaging design, product life cycle, store layout, an integrated marketing campaign, and more. These anatomies help students clearly visualize the connection between marketing concepts and their applications in today’s real business world.
  • NEW "BY THE NUMBERS" REFLECTS TODAY'S MOST RECENT STATISTICS AND MARKETING FIGURES. This edition punctuates key marketing concepts with interesting statistics and figures that reflect today's most recent developments and make concepts more memorable for your students.

Alternate Formats

Choose the format that best fits your student's budget and course goals

To customize your learning solution, contact your Learning Consultant for more information.

  • ISBN-10: 1111546932 | ISBN-13: 9781111546939

    List Price = $49.49  | College Bookstore Wholesale Price = $49.49

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.

Bundle: Text + Ad Age on Campus Printed Access Card

ISBN-10: 1133263410 | ISBN-13: 9781133263418

List Price = $269.95  | CengageBrain Price = $269.95  | College Bookstore Wholesale Price = $203.00

This Bundle Includes:

  • Essentials of Marketing
    List Price = $248.95  | CengageBrain Price = $248.95  | College Bookstore Wholesale Price = $187.25
  • Ad Age on Campus Printed Access Card
    List Price = $21.00  | College Bookstore Wholesale Price = $15.75


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

CengageNOW with eBook Instant Access Code  (ISBN-10: 1111572356 | ISBN-13: 9781111572358)

Ensure that your students have the understanding they need of accounting procedures and concepts they need to know with CengageNOW. This integrated, online course management and learning system combines the best of current technology to save to time in planning and managing your course and assignments. You can reinforce comprehension with customized student learning paths and efficiently test and automatically grade assignments with reports that correspond to AACSB, AICPA, and IMA standards. This online instant access code allows students to access CengageNOW. For your convenience, CengageNOW is also compatible with WebCT® and Blackboard®. For more information, visit cengage.com/cengagenow.Available at www.cengagebrain.com.

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

Marketing CourseMate with eBook and Career Transitions Instant Access Code  (ISBN-10: 1111302316 | ISBN-13: 9781111302313)

Engaging, trackable, and affordable, the new Marketing CourseMate website offers a dynamic way to brings course concepts to life with interactive learning, study, and exam preparation tools that support the printed text. Watch student comprehension soar as CourseMate goes beyond the book to deliver exactly what you and your students need! CourseMate offers a full eBook as well as interactive teaching and learning tools including quizzes, flashcards, and videos. The website also provides the new Engagement Tracker, a first-of-its-kind tool that monitors student engagement in your course.

List Price = $174.00  | CengageBrain Price = $174.00  | College Bookstore Wholesale Price = $174.00

Videos  (ISBN-10: 1111527539 | ISBN-13: 9781111527532)

This edition’s all-new video package features fascinating success stories from vibrant companies to deepen your students' understanding of today’s marketing concepts. These dynamic, engaging marketing videos correspond directly to this edition and offer ideal support for specific concepts presented in the text.

WebTutor™ on WebCT™, 1 term (6 months) Instant Access  (ISBN-10: 1111479747 | ISBN-13: 9781111479749)

Jumpstart your course with this interactive, web-based, teaching and learning resource designed specifically for ESSENTIALS OF MARKETING, 7E. Easily blend, add, edit, reorganize, or delete content, which includes notes, study sheets, a glossary, FAQs about content, and quiz questions, as well as video cases and simulation problems for each chapter. These tools supplement the classroom experience and ensure students leave with the resources they need to succeed in today's marketing. Use this effective resource as an integrated solution for distance learning or a Web-enhanced course. For more information, visit www.cengage.com/tlc/webtutor.

List Price = $53.00  | CengageBrain Price = $53.00  | College Bookstore Wholesale Price = $53.00

WebTutor™ on Blackboard®, 1 term (6 months) Instant Access  (ISBN-10: 1111479895 | ISBN-13: 9781111479893)

Jumpstart your course with this interactive, web-based, teaching and learning resource designed specifically for ESSENTIALS OF MARKETING, 7E. Easily blend, add, edit, reorganize, or delete content, which includes notes, study sheets, a glossary, FAQs about content, and quiz questions, as well as video cases and simulation problems for each chapter. These tools supplement the classroom experience and ensure students leave with the resources they need to succeed in today's marketing. Use this effective resource as an integrated solution for distance learning or a Web-enhanced course. For more information, visit www.cengage.com/tlc/webtutor.

List Price = $53.00  | CengageBrain Price = $53.00  | College Bookstore Wholesale Price = $53.00

Instructor's Resource CD-ROM  (ISBN-10: 0538481862 | ISBN-13: 9780538481861)

Free sample copy for instructors to review or plan for their course.

Student Supplements

CengageNOW with eBook Instant Access Code  (ISBN-10: 1111572356 | ISBN-13: 9781111572358)

CengageNOW is an easy-to-use online resource that helps you study in less time to get the grade you want. This integrated system helps you efficiently manage and complete homework assignments from the text. Take pre-tests to determine the areas which require more practice and direct you to review tutorials, demonstration exercises, videos, eBook content, and fun accounting games to help learn the material, and get feedback on post-tests that check your comprehension afterwards. This online instant access code allows access to CengageNOW.Available at www.cengagebrain.com.

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

Marketing CourseMate with eBook and Career Transitions Instant Access Code  (ISBN-10: 1111302316 | ISBN-13: 9781111302313)

Make the grade with CourseMate! This interactive website helps you make the most of your study time by accessing everything you need to succeed online in one convenient place. Marketing CourseMate provides an interactive eBook that allows you to take notes; highlight, bookmark, and search the text; and reference in-context glossary definitions. Numerous interactive learning tools, such as quizzes, flashcards, videos, and more, help you master today’s marketing concepts.

List Price = $174.00  | CengageBrain Price = $174.00  | College Bookstore Wholesale Price = $174.00

WebTutor™ on WebCT™, 1 term (6 months) Instant Access  (ISBN-10: 1111479747 | ISBN-13: 9781111479749)

Stay connected to your instructor, classmates, and textbook content! More than just an interactive study guide, WebTutor™ is an anytime, anywhere online learning resource. You’ll find a wealth of interactive resources, such as quizzes, multimedia concepts, tutorials, videos, online exercises and flashcards, that work seamlessly with the text’s companion website to provide a dynamic learning environment and help you stay ahead of the game. For more information, visit www.cengagebrain.com.

List Price = $53.00  | CengageBrain Price = $53.00  | College Bookstore Wholesale Price = $53.00

WebTutor™ on Blackboard®, 1 term (6 months) Instant Access  (ISBN-10: 1111479895 | ISBN-13: 9781111479893)

Stay connected to your instructor, classmates, and textbook content! More than just an interactive study guide, WebTutor™ is an anytime, anywhere online learning resource. You’ll find a wealth of interactive resources, such as quizzes, multimedia concepts, tutorials, videos, online exercises and flashcards, that work seamlessly with the text’s companion website to provide a dynamic learning environment and help you stay ahead of the game. For more information, visit www.cengagebrain.com.

List Price = $53.00  | CengageBrain Price = $53.00  | College Bookstore Wholesale Price = $53.00

MindLink for CengageNOW Instant Access  (ISBN-10: 1285597109 | ISBN-13: 9781285597102)

Learn more in less time and succeed in your marketing course with MindLink for CengageNOW™, a powerful online tool that optimizes your learning experience by generating a diagnostic personalized study plan to help you master concepts, prepare for exams, and get a better grade. Focusing on what you don’t already know, the study plan guides you through eBook pages, interactive tutorials, videos, animations, games, and other multimedia tools to help you master key marketing concepts

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

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.