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Essentials of Marketing

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ISBN-10: 032431664X

ISBN-13: 9780324316643

Edition: 5th 2006

Authors: Charles W. Lamb, Joseph F. Hair, Carl McDaniel, Charles W. Lamb, Joseph F. Hair

List price: $264.95
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ESSENTIALS OF MARKETING, 5th continues the tradition of providing comprehensive, up-to-the minute coverage of key marketing topics in a brief text. ESSENTIALS OF MARKETING, 5th is ideal for those who wish to incorporate outside projects or readings into their course. Key principles are illustrated by hundreds of fresh, new examples, while the latest concepts and theories are covered in detail with numerous illustrations. Organized around the marketing mix, this thoroughly revised text features a comprehensive supplement package.
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Book details

List price: $264.95
Edition: 5th
Copyright year: 2006
Publisher: Cengage South-Western
Publication date: 10/7/2005
Binding: Paperback
Pages: 576
Size: 8.75" wide x 11.00" long x 0.75" tall
Weight: 2.530
Language: English

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…    

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…    

The World Of Marketing
An Overview of Marketing. Career Appendix. Marketing Plan Appendix
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 and Services 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