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Essentials of Marketing
ISBN: 9780538879262 | 0538879262
Edition: 1stFormat: Paperback
Publisher: South-Western College Pub
Pub. Date: 7/15/1998
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This concise, essentials version of the Lamb Marketing text provides comprehensive, up-to-date topical coverage to instructors who seek a shorter text. Like the parent text, Lamb's Essentials features in-depth coverage of marketing "hot topics", an On-line chapter on Internet Marketing, a full set of ancillaries, and the slick design and lively writing style which have made Lamb one of the top-selling principles of marketing texts. This text also includes an all-new chapter on Competitive Intelligence. Its streamlined content and shorter length make it ideal for use at quarter schools or for instructors who wish to incorporate outside projects.
| Part One The World of Marketing | 1 | (87) | |||
| 3 | (20) | |||
| 23 | (30) | ... MORE|||
| 53 | (34) | |||
| Part Two Analyzing Marketing Opportunities | 87 | (138) | |||
| 89 | (36) | |||
| 125 | (24) | |||
| 149 | (22) | |||
| 171 | (32) | |||
| 203 | (22) | |||
| Part Three Product and Distribution Decisions | 225 | (116) | |||
| 227 | (24) | |||
| 251 | (20) | |||
| 271 | (30) | |||
| 301 | (40) | |||
| Part Four Integrated Marketing Communications and Pricing | 341 | (113) | |||
| 343 | (40) | |||
| 383 | (34) | |||
| 417 | (4) | |||
| 421 | (33) | |||
| Appendix: Careers in Marketing | 454 | (7) | |||
| Glossary | 461 | (10) | |||
| Endnotes | 471 | (13) | |||
| Company and Organization Index | 484 | (5) | |||
| Subject Index | 489 | (11) | |||
| Internet Index | 500 |
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