Essentials of Marketing, 6th Edition

  • Charles W. Lamb Texas Christian University
  • Joe F. Hair Louisiana State University
  • Carl McDaniel University of Texas, Arlington
  • ISBN-10: 0324656203
  • ISBN-13: 9780324656206
  • 576 Pages Paperback 
  • Previous Editions: 2006, 2005, 2003
  • © 2009 | Published
  • College Bookstore Wholesale Price = $155.25 
 

About The Solution

Overview

ESSENTIALS OF MARKETING, 6e, continues the tradition of providing comprehensive, up-to-the minute coverage of key marketing topics in a brief text. With a fresh, streamlined design, ESSENTIALS OF MARKETING “takes you there”--helping students and instructors achieve complete marketing success--by delivering the best the market has to offer: cutting-edge coverage, powerful teaching and learning tools, 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. Packed with choices, the book offers unequaled flexibility and exceptional tools to meet a variety of learning and teaching styles. Produced specifically for this textbook, an all-new video package features fascinating success stories from vibrant companies. Myriad resources are available to enliven the classroom experience. And with the Integrated Learning System, all content and supplements are organized by learning objective. With its solid reputation, engaging writing style, and success in a range of teaching environments, this thorough midlevel marketing text has broad-based appeal among instructors and students alike--helping both reach their ultimate marketing destination.


Additional Product Information

Features/Benefits

  • Integrated Instructor Support: For instructors, the Integrated Learning System ties chapter learning objectives to the instructor supplements--enabling professors to easily plan their course using the learning objectives. As a result, instructors spend less time preparing for class and make more effective use of the time they are in class.
  • Powerful Lectures: New tools give instructors an edge in livening up their classrooms. JoinIn™, the Personal Response System, helps instructors create more dynamic lectures and engages students in learning. CengageNOW™ enables instructors to base lectures on student comprehension of key concepts. Business & Company Resource Center delivers the latest examples for discussion. And PowerPoint® includes step-by-step teaching notes for many of the hundreds of full-color images and embedded video clips and hyperlinks to online activities so that instructors can maximize use of these activities during class time.
  • Real-World Marketing: Global and ethics boxes, opening vignettes, videos, cases, and ethics applications are packed with examples of marketing issues facing a multitude of well-known companies. Because no company is profiled in more than one place, students see marketing in action in a wide range of contexts, giving them real-world knowledge of how companies apply marketing concepts to their organizations. ESSENTIALS OF MARKETING, 9e, is the only text that includes applications at the end of each chapter--materials that ensure that students know how to apply marketing concepts, not just memorize materials.
  • Entrepreneurship Cases: Ten new cases on such captivating companies as Netflix, Camelbak, MySpace.com, Kandy Kastle, Current TV, and “WICKED The Musical” round out the spellbinding slate of end-of-chapter cases in ESSENTIALS OF MARKETING, 9e. The cases illustrate exciting marketing success stories while enabling students to apply what they’ve learned to real marketing scenarios. All-new Marketing Miscues and Critical Thinking Cases give students an opportunity to work through marketing challenges facing current companies.
  • Power-Packed Website: The product support Website continues to offer a wealth of useful teaching and learning resources. Instructors will find files for the Instructor’s Manual, Test Bank in Word, and basic PowerPoint® slides (without video to speed download times), making class preparation fast and easy. Students can test their new marketing knowledge through crossword puzzles of key terms for every chapter and short interactive quizzes. There are also robust exercises to help students research careers in marketing, and students can e-mail the author team from the site.

What's New

  • All-New Videos: Nineteen all-new video segments spotlight interesting and successful companies such as Kodak, ReadyMadeMag, Method, Sephora, and Vans. Each company is profiled over several chapters so that students gain an appreciation of the complexity of the marketing issues covered throughout the book. Segments run 10 minutes each on average and are supported by complete teaching notes in the Instructor’s Manual.
  • Certified Test Bank: The new Certified Test Bank underwent a meticulous peer review and proofreading process to ensure superior quality. Twenty professors reviewed the testing materials and verified the relevance and quality of each item before files were professionally proofread. Providing instructors with the best test questions on the market, the test bank includes more than 3,500 true/false, multiple-choice, scenario, and essay questions. Tagged to AACSB guidelines, testing materials are organized around the learning objectives and will feed into CengageNOW™.
  • Integrated Internet Coverage: In response to reviewer and user feedback, the authors eliminated the online Internet marketing chapter and integrated all of its content into appropriate chapters throughout the text. Internet marketing concepts are now strategically addressed in related discussions of marketing fundamentals, and students learn all of the principles of marketing topics in a logical order. As they learn the materials, students can see, through vivid examples, how the concepts are applied to actual companies.
  • Simplified Instructor’s Manual: The core of this text’s Integrated Learning System, the popular Instructor’s Manual features a new simplified format, making it easy to use. Reducing class preparation time, new features include lesson plans for lecture, small groups, and video; a quick reference of the main pedagogical elements in the chapter and the topics they cover; solutions for all cases and homework; an outline of the PowerPoint® slides that accompany each chapter; and more.
  • Reorganized Instructor’s Resource CD: Managing classroom resources is easier than ever. The new Instructor’s Resource CD-ROM (IRCD)--featuring the Instructor’s Manual, Test Bank, PowerPoint®, and “Who Wants to Be a Marketer” classroom review game--is now organized by item as well as by chapter. There is no more toggling back and forth between multiple file folders to check the PowerPoint®, Instructor’s Manual, and Test Bank for Chapter 1. Chapter 1 supplements are in a folder of the same name so that instructors can see all of their options for the chapter at the same time.

Table of Contents

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

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.

CengageNOW on WebCT™ Instant Access Code  (ISBN-10: 032458430X | ISBN-13: 9780324584301)

CengageNOW is an easy-to-use online resource that helps you study in less time to get the grade you want.

List Price = $125.00  | CengageBrain Price = $125.00  | College Bookstore Wholesale Price = $125.00


Instructor's Resource CD-ROM  (ISBN-10: 0324579993 | ISBN-13: 9780324579994)

Managing classroom resources is now easier than ever. The new Instructor’s Resource CD-ROM (IRCD) contains all key instructor supplements--Instructor’s Manual, Test Bank, and PowerPoint®--as well as the “Who Wants to Be a Marketer” classroom review game. Instructor supplements are organized by supplement and by chapter, so everything you need to teach each chapter is in one place. There is no more toggling back and forth between multiple file folders to check the PowerPoint®, Instructor’s Manual, and Test Bank for Chapter 1. All Chapter 1 supplements are in a folder of the same name!


WebTutor™ ToolBox on Blackboard® Printed Access Card  (ISBN-10: 0534274897 | ISBN-13: 9780534274894)

WebTutor™ Toolbox offers basic online study tools including learning objectives, flashcards, and practice quizzes.

List Price = $24.95  | College Bookstore Wholesale Price = $18.75


WebTutor™ ToolBox on WebCT™ Printed Access Card  (ISBN-10: 0534274889 | ISBN-13: 9780534274887)

WebTutor™ Toolbox offers basic online study tools including learning objectives, flashcards, and practice quizzes.

List Price = $24.95  | College Bookstore Wholesale Price = $18.75


CengageNOW on Blackboard® Instant Access Code  (ISBN-10: 0324584296 | ISBN-13: 9780324584295)

CengageNOW is an easy-to-use online resource that helps you study in less time to get the grade you want.

List Price = $153.00  | CengageBrain Price = $153.00  | College Bookstore Wholesale Price = $153.00


CengageNOW Instant Access Code  (ISBN-10: 0324584245 | ISBN-13: 9780324584240)

CengageNOW is an easy-to-use online resource that helps you study in less time to get the grade you want.

List Price = $125.00  | CengageBrain Price = $125.00  | College Bookstore Wholesale Price = $125.00


Company Clips DVD  (ISBN-10: 032455950X | ISBN-13: 9780324559507)

The Company Clips DVD showcases 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.


Instructor's Manual  (ISBN-10: 0324579950 | ISBN-13: 9780324579956)

The core of Lamb/Hair/McDaniel’s Integrated Learning System, the ninth edition of the Instructor’s Manual has a new simplified format, making this popular resource even easier to use. Reducing class preparation time, new features include lesson plans for lecture, small groups, and video; a quick reference of the main pedagogical elements in the chapter and the topics they cover; solutions for all cases and homework; an outline of the PowerPoint® slides that accompany each chapter; and more.


PowerPoint®  (ISBN-10: 0324579977 | ISBN-13: 9780324579970)


Instructor's Edition  (ISBN-10: 0324580002 | ISBN-13: 9780324580006)


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.

CengageNOW on WebCT™ Instant Access Code  (ISBN-10: 032458430X | ISBN-13: 9780324584301)

CengageNOW is an easy-to-use online resource that helps you study in less time to get the grade you want.

List Price = $125.00  | CengageBrain Price = $125.00  | College Bookstore Wholesale Price = $125.00


WebTutor™ ToolBox on Blackboard® Printed Access Card  (ISBN-10: 0534274897 | ISBN-13: 9780534274894)

WebTutor™ Toolbox offers basic online study tools including learning objectives, flashcards, and practice quizzes.

List Price = $24.95  | College Bookstore Wholesale Price = $18.75


WebTutor™ ToolBox on WebCT™ Printed Access Card  (ISBN-10: 0534274889 | ISBN-13: 9780534274887)

WebTutor™ Toolbox offers basic online study tools including learning objectives, flashcards, and practice quizzes.

List Price = $24.95  | College Bookstore Wholesale Price = $18.75


CengageNOW on Blackboard® Instant Access Code  (ISBN-10: 0324584296 | ISBN-13: 9780324584295)

CengageNOW is an easy-to-use online resource that helps you study in less time to get the grade you want.

List Price = $153.00  | CengageBrain Price = $153.00  | College Bookstore Wholesale Price = $153.00


CengageNOW Instant Access Code  (ISBN-10: 0324584245 | ISBN-13: 9780324584240)

CengageNOW is an easy-to-use online resource that helps you study in less time to get the grade you want.

List Price = $125.00  | CengageBrain Price = $125.00  | College Bookstore Wholesale Price = $125.00


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 honour that the university bestows on its faculty. Other key honours 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.

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