9781439039427

With coverage of current marketing practices and exciting new features, Lamb, Hair, and McDaniel's MARKETING, Eleventh Edition, will have you saying, "Now that's marketing." You experience marketing through billboards, television commercials, and even in the cereal aisle at the grocery store. MARKETING, Eleventh Edition, with its engaging presentation of concepts will bring forward how much the principles of marketing play a role in your day-to-day life.

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
Promotional Planning for Competitive Advantage
Advertising and Public Relations
Sales Promotion and Personal Selling
Pricing Decisions
Pricing Concepts
Setting the Right Price
Technology-Driven Marketing
Consumer Relationship Management (CRM)
Table of Contents provided by Publisher. All Rights Reserved.

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Marketing

Marketing

1439039429

Summary

Table of Contents

Supplemental Materials