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Essentials of Marketing

ISBN-10: 0324656203
ISBN-13: 9780324656206
Edition: 6th 2009
List price: $233.95
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Description: ESSENTIALS OF MARKETING "takes you there"--helping you achieve complete marketing success--by delivering the best the market has to offer: cutting-edge coverage, powerful learning tools, captivating examples, and innovative applications that ensure  More...

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Book details

List price: $233.95
Edition: 6th
Copyright year: 2009
Publisher: Cengage South-Western
Publication date: 1/14/2008
Binding: Paperback
Pages: 576
Size: 8.75" wide x 10.75" long x 0.75" tall
Weight: 2.816
Language: English

ESSENTIALS OF MARKETING "takes you there"--helping you achieve complete marketing success--by delivering the best the market has to offer: cutting-edge coverage, powerful learning tools, captivating examples, and innovative applications that ensure that you 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 styles.

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.

Dr. Joe Hair is Founder and Senior Scholar of the Doctoral Degree in Business Administration, Coles College, Kennesaw State University, USA. He previously held the Copeland Endowed Chair of Entrepreneurship and was Director, Entrepreneurship Institute, Ourso College of Business Administration, Louisiana State University. He has authored over 40 books, including Multivariate Data Analysis, Prentice-Hall, 7 th edition, 2010 (cited 22,000+ times); Marketing, South-Western Publishing Company, 12 th edition 2012; Essentials of Business Research Methods, M.E. Sharpe, 2011; Research Methods for Business, Wiley, 2007; and Essentials of Marketing Research, McGraw-Hill/Irwin, 3 rd edition 2013. He also has published numerous articles in scholarly journals such as the Journal of Marketing Research, Journal of Academy of Marketing Science, Journal of Business/Chicago, Journal of Advertising Research, Journal of Business Research, Journal of Long Range Planning, Journal of Marketing Theory and Practice, International Marketing Review, Journal of Experimental Education, Business Horizons, Journal of Retailing, Multivariate Behavioral Research, and others. He was recognized as the 2011 Academy of Marketing Science Marketing Educator of the year. He often presents seminars on research techniques, multivariate data analysis and marketing issues for organizations in Europe, Australia and other locations outside the U.S.

The World of Marketing
An Overview of Marketing
Career Appendix
Marketing Plan Appendix
Strategic Planning for Competitive Advantage
Social Responsibility, Ethics, and the Marketing Environment
Developing a Global Vision
Analyzing Marketing Opportunities
Consumer Decision Making
Business Marketing
Segmenting and Targeting Markets
Decision Support Systems and Marketing Research
Product and Distribution Decisions
Product Concepts
Developing and Managing Products
Marketing Channels and Supply Chain Management
Retailing
Promotion and Pricing Decisions
Marketing Communications and Advertising
Public Relations, Sales Promotion, and Personal Selling
Pricing Concepts

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