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Essentials of Marketing

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ISBN-10: 0538478349

ISBN-13: 9780538478342

Edition: 7th 2012 (Revised)

Authors: Charles Lamb, Joe Hair, Carl McDaniel, Carl McDaniel

List price: $186.95
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Book details

List price: $186.95
Edition: 7th
Copyright year: 2012
Publisher: Cengage South-Western
Publication date: 1/1/2011
Binding: Paperback
Pages: 672
Size: 8.50" wide x 10.87" long x 0.94" tall
Weight: 3.190
Language: English

The World Of Marketing
An Overview of Marketing
Career Appendix
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 And Distribution Decisions
Product Concepts
Developing and Managing Products
Marketing Channels and Supply Chain Management
Promotion And Pricing Decisions
Marketing Communications and Advertising
Public Relations, Sales Promotion, and Personal Selling
Pricing Concepts