McDaniel, Carl
Marketing principles / Carl McDaniel, Charles W. Lamb, Joseph F. Hair - Andover : CENGAGE Learning, c2012. - 645 pages : illustrations ; 29 cm.
Revised edition of: Marketing : best practices. 2nd ed. c2003.
Includes bibliographical references and indexes.
Contents:Part 1 The world of marketing; Chapter 1 An overview of marketing -- Chapter 2 Strategic planning for competitive advantage -- Chapter 3 Ethics and social responsibility -- Chapter 4 The marketing environment -- Chapter 5 Developing a global vision -- Part 2 Analyzing marketing opportunities; Chapter 6 Consumer decision making -- Chapter 7 Business marketing -- Chapter 8 Segmenting and targeting markets -- Chapter 9 Decision support systems and marketing research -- Part 3 Product and distribution decisions; Chapter 10 Product concepts -- Chapter 11 Developing and managing products -- Chapter 12 Marketing channel and supply chain management -- Chapter 13 Retailing -- Part 4 Promotion and pricing decisions; Chapter 14 Marketing communications and advertising -- Chapter 15 Public relations, sales promotion, and personal selling -- Chapter 16 Pricing concept
English
9789814352628 [newsprint]
2003108966
Marketing.
Marketing principles / Carl McDaniel, Charles W. Lamb, Joseph F. Hair - Andover : CENGAGE Learning, c2012. - 645 pages : illustrations ; 29 cm.
Revised edition of: Marketing : best practices. 2nd ed. c2003.
Includes bibliographical references and indexes.
Contents:Part 1 The world of marketing; Chapter 1 An overview of marketing -- Chapter 2 Strategic planning for competitive advantage -- Chapter 3 Ethics and social responsibility -- Chapter 4 The marketing environment -- Chapter 5 Developing a global vision -- Part 2 Analyzing marketing opportunities; Chapter 6 Consumer decision making -- Chapter 7 Business marketing -- Chapter 8 Segmenting and targeting markets -- Chapter 9 Decision support systems and marketing research -- Part 3 Product and distribution decisions; Chapter 10 Product concepts -- Chapter 11 Developing and managing products -- Chapter 12 Marketing channel and supply chain management -- Chapter 13 Retailing -- Part 4 Promotion and pricing decisions; Chapter 14 Marketing communications and advertising -- Chapter 15 Public relations, sales promotion, and personal selling -- Chapter 16 Pricing concept
English
9789814352628 [newsprint]
2003108966
Marketing.