MKTG 7

MKTG7 is an engaging and accessible solution to accommodate the diverse lifestyles of today's learners. MKTG7 employs up-to-date, relevant examples from a wide range of independent upstarts and larger companies students love. MKTG7 also offers a dynamic range of web-based review and testing pro...

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Bibliographic Details
Main Authors Lamb, Charles W., 1944- (Author), Hair, Joseph F., 1944- (Author), McDaniel, Carl D., 1942- (Author)
Format Book
LanguageEnglish
Published Mason, Ohio : South-Western, c2013
EditionStudent ed.
Subjects
marketing
učebnice
textbooks
ISBN9781285091860 1-285-09186-8
Physical Descriptionxiv, 386, [20] s. : il. ; 28 cm

Cover

Table of Contents:
  • Pt. 1. The world of marketing
  • An overview of marketing
  • Strategic planning for competitive advantage
  • Ethics and social responsibility
  • The marketing environment
  • Developing a global vision
  • Pt. 2. Analyzing marketing opportunities
  • Consumer decision making
  • Business marketing
  • Segmenting and targeting markets
  • Marketing research
  • Pt. 3. Product decisions
  • Product concepts
  • Developing and managing products
  • Services and nonprofit organization marketing
  • Pt. 4. Distribution decisions
  • Supply chain management
  • Marketing channels and retailing
  • Pt. 5. Promotion and communication strategies
  • Marketing communications
  • Advertising, public relations, and sales promotion
  • Personal selling and sales management
  • Social media and marketing
  • Pt. 6. Pricing decisions
  • Pricing concepts
  • Setting the right price

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