TY  - BOOK
AU  - Lamb,Charles W.
AU  - Hair,Joseph F.
AU  - McDaniel,Carl
TI  - Essentials of marketing
SN  - 9780324656206 (pbk.)
U1  - 658.8 22
PY  - 2009///
CY  - Mason, Ohio, London
PB  - South-Western, Cengage Learning [distributor]
KW  - Marketing
KW  - Management
N1  - 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
ER  -