Mktg, Including 4ltr Press Website

Paperback | January 19, 2012

byCharles W. Lamb, Joe F. Hair, Carl Mcdaniel

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The number one-selling Principles of Marketing text is back in a new edition. In use at more than 30 universities and colleges across Canada, MKTG has lead the way in student engagement. Building on that success and informed with feedback from students and faculty, MKTG2 will reach new heights for engagement, currency, accessibility, and value. The hallmark design of the text has been refined based on student feedback to make the text even more engaging and to provide a foundation in the concepts of marketing that students will actually read. MKTG2 is organized in a new way to give the text a more logical progression and the examples and cases throughout the text have been thoroughly updated with increased emphasis on Canadian business. A CourseMate site now accompanies MKTG2 to offer students an even more enhanced online experience with their course and to offer instructors a more intuitive platform to track student progress and activity. Created using a "student-driven, faculty-approved" review process with students and faculty, MKTG2 is an engaging and accessible solution to accommodate the diverse lifestyles of today's learners at a value-based price.

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$87.88 online
$108.95 list price
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From the Publisher

The number one-selling Principles of Marketing text is back in a new edition. In use at more than 30 universities and colleges across Canada, MKTG has lead the way in student engagement. Building on that success and informed with feedback from students and faculty, MKTG2 will reach new heights for engagement, currency, accessibility, a...

Format:PaperbackDimensions:384 pages, 10.88 × 8.5 × 0.63 inPublished:January 19, 2012Publisher:Nelson College IndigenousLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0176503692

ISBN - 13:9780176503697

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Table of Contents

Part One: Marketing-Let's Get StartedChapter 1: Overview of Marketing.Chapter 2: The Marketing Environment, Social Responsibility, and Ethics Chapter 3: Strategic Planning for Competitive AdvantagePart Two: Analyzing Marketing OpportunitiesChapter 4: Market Research and Decision Support Chapter 5: Consumer Decision Making Chapter 6: Business Marketing Chapter 7: Segmenting, Targeting, and Positioning Chapter 8: Customer Relationship Management (CRM)Part Three: Product DecisionsChapter 9: Product ConceptsChapter 10: Developing and Managing ProductsChapter 11: Services and Nonprofit Organization MarketingPart Four: Distribution DecisionsChapter 12: Marketing Channels and Supply Chain ManagementChapter 13: RetailingPart Five: Promotion DecisionsChapter 14: Integrated Marketing CommunicationChapter 15: Advertising, Public Relations, and Direct ResponseChapter 16: Social Media and MarketingChapter 17: Sales Promotion and Personal SellingPart Six: Pricing DecisionsChapter 18: Pricing ConceptsChapter 19: Setting the Right PricePart Seven: Global MarketingChapter 20: Developing a Global Vision