MKTG

ISBN-10: 1133190111
ISBN-13: 9781133190110
Edition: 6th 2013
List price: $64.95
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Description: Created through a "student-tested, faculty-approved" review process with direct input from students and faculty, *MKTG6* is an engaging and accessible solution to accommodate the diverse lifestyles of today's learners. *MKTG6* employs up-to-date,  More...

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Book details

List price: $64.95
Edition: 6th
Copyright year: 2013
Publisher: Cengage South-Western
Publication date: 3/2/2012
Binding: Paperback
Pages: 416
Size: 8.75" wide x 10.75" long x 1.00" tall
Weight: 2.838
Language: English

Created through a "student-tested, faculty-approved" review process with direct input from students and faculty, *MKTG6* is an engaging and accessible solution to accommodate the diverse lifestyles of today's learners. *MKTG6* employs up-to-date, relevant examples from a wide range of independent upstarts and larger companies students love. *MKTG6* also offers a dynamic range of web-based review and testing products to facilitate today's on-the-go lifestyle.

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
An Overview of Marketing
Strategic Planning for Competitive Advantage
Ethics and Social Responsibility
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 Decisions
Product Concepts
Developing and Managing Products
Services and Nonprofit Organization Marketing
Distribution Decisions
Marketing Channels
Supply Chain Management
Retailing
Promotion and Communication Strategies
Promotion Planning for Competitive Advantage
Advertising and Public Relations
Sales Promotion and Personal Selling
Pricing Decisions
Pricing Concepts
Setting the Right Price
Technology-Driven Marketing
Customer Relationship Management (CRM)
Social Media & Marketing
Endnotes
Index
Tear-Out Cards

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