Mktg 5 (with Marketing Coursemate With Ebook Printed Access Card) by Charles W. LambMktg 5 (with Marketing Coursemate With Ebook Printed Access Card) by Charles W. Lamb

Mktg 5 (with Marketing Coursemate With Ebook Printed Access Card)

byCharles W. Lamb

Paperback | February 24, 2011

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Created through a "student-tested, faculty-approved" review process with students and faculty, MKTG5 is an engaging and accessible solution to accommodate the diverse lifestyles of today's learners.
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 Marketin...
Title:Mktg 5 (with Marketing Coursemate With Ebook Printed Access Card)Format:PaperbackDimensions:400 pages, 10.7 × 8.5 × 0.7 inPublished:February 24, 2011Publisher:South-Western College PubLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:1111528098

ISBN - 13:9781111528096


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 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 COMMUNICATION STRATEGIES.16. Integrated Marketing Communications.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. Name and Organization Index.Subject Index.