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Essentials of marketing / Charles W. Lamb, Joseph F. Hair and Carl McDaniel.

By: Contributor(s): Material type: TextTextPublisher: Mason, Ohio : London : South-Western ; Cengage Learning [distributor], 2009Edition: 6th edDescription: xxix, 546 p. : ill. 28 cmISBN:
  • 9780324656206 (pbk.)
  • 0324656203 (pbk.)
  • 0324584423 (pbk. : internat. student ed.)
  • 9780324584424 (pbk. : internat. student ed.)
Subject(s): DDC classification:
  • 658.8 22
Contents:
Preface -- Part 1. The World of Marketing -- 1. An Overview of Marketing -- 2. Ethics, Social Responsibility, and the Marketing Environment -- 3. Developing a Global Vision -- Part 1 Closing -- Part 2. Analyzing Marketing Opportunities -- 4. Consumer Decision Making -- 5. Business Marketing -- 6. Segmenting and Targeting Markets -- 7. Decision Support Systems and Marketing Research -- Part 2 Closing -- Part 3. Product and Distribution Decisions -- 8. Product and Services Concepts -- 9. Developing and Managing Products -- 10. Marketing Channels and Supply Chain Management -- 11. Retailing -- Part 3 Closing -- Part 4. Promotion and Pricing Decisions -- 12. Marketing Communications and Personal Selling -- 13. Advertising and Public Relations -- 14. Internet Marketing -- 15. Pricing Concepts -- Part 4 Closing -- Careers Appendix -- Glossary -- Endnotes -- Bibliographies -- Subject/Company Index -- Internet Index.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book City Campus City Campus Main Collection 658.8 LAM (Browse shelf(Opens below)) 1 Available A427685B

Previous ed.: 2005.

Preface -- Part 1. The World of Marketing -- 1. An Overview of Marketing -- 2. Ethics, Social Responsibility, and the Marketing Environment -- 3. Developing a Global Vision -- Part 1 Closing -- Part 2. Analyzing Marketing Opportunities -- 4. Consumer Decision Making -- 5. Business Marketing -- 6. Segmenting and Targeting Markets -- 7. Decision Support Systems and Marketing Research -- Part 2 Closing -- Part 3. Product and Distribution Decisions -- 8. Product and Services Concepts -- 9. Developing and Managing Products -- 10. Marketing Channels and Supply Chain Management -- 11. Retailing -- Part 3 Closing -- Part 4. Promotion and Pricing Decisions -- 12. Marketing Communications and Personal Selling -- 13. Advertising and Public Relations -- 14. Internet Marketing -- 15. Pricing Concepts -- Part 4 Closing -- Careers Appendix -- Glossary -- Endnotes -- Bibliographies -- Subject/Company Index -- Internet Index.

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