Marketing

ISBN-10: 0324362080
ISBN-13: 9780324362084
Edition: 9th 2008
List price: $373.95
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Description: With a fresh, streamlined design, MARKETING, 9e "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,  More...

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Book details

List price: $373.95
Edition: 9th
Copyright year: 2008
Publisher: Cengage South-Western
Publication date: 1/4/2007
Binding: Hardcover
Pages: 704
Size: 8.50" wide x 11.00" long x 1.00" tall
Weight: 3.432
Language: English

With a fresh, streamlined design, MARKETING, 9e "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 learning and teaching styles. An online megaresource, ThomsonNOW creates personalized study plans that enable students to identify weak spots and effectively master materials. It also allows instructors to easily make and grade assignments--and monitor students' progress. Shot specifically for this textbook, an all-new video package features fascinating success stories from vibrant companies. There are also myriad resources to liven 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.

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 and selection as a Distinguished Fellow of the Academy of Marketing Science and Fellow of the Southwestern Marketing Association.

The World of Marketing
Overview of Marketing. Career Appendix
Strategic Planning for Competitive Advantage. Marketing Plan Appendix
Social Responsibility, Ethics, and the Marketing Environment
Developing a Global Vision
Analyzing Market Opportunities
Consumer Decision Making
Business Marketing
Segmenting and Targeting Markets
Decision Support Systems and Marketing Research
Product Decisions
Product Concepts
Developing and Managing Products
Services and Nonprofit Organization Marketing
Place (Distribution) Decisions
Marketing Channels and Supply Chain Management
Retailing
Promotion Decisions
Integrated Marketing Communication
Advertising and Public Relations
Sales Promotion and Personal Selling
Pricing Decisions
Pricing Concepts
Setting the Right Price
Technology-Driven Marketing
Customer Relationship Management

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