Marketing /
Charles W. Lamb, Joseph F. Hair, Jr., Carl McDaniel.
- Twelfth edition.
- various pagings : illustrations ; 29 cm
Includes bibliographical references and index.
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 -- Decision support systems and marketing research -- Pt. 3 : Product decisions -- Product concepts -- Developing and managing products -- Services and nonprofit organization marketing -- Pt. 4 : Distribution decisions -- Marketing channels -- Supply chain management -- Retailing -- Pt. 5 : Promotion and communication strategies -- Promotional planning for competitive advantage -- Advertising and public relations -- Sales promotion and personal selling -- Pt. 6 : Pricing concepts -- Setting the right price -- Pt. 7 : Technology-driven marketing -- Customer relationship management (CRM) -- Social media and marketing.
Marketing, 12th Edition shows you how marketing principles affect your day-to-day life, as well as their significant influence in business decisions. Core topics include the social marketing phenomenon, entrepreneurship, C.R.M., global perspectives, and ethics, as well as in-depth discussions on key tools of the trade, such as metrics and the marketing plan. Intriguing coverage of newsworthy events clarifies the readings and gets you thinking about your own decisions in the consumer marketplace. Loaded with helpful learning features like detailed appendices, cases, vignettes, boxed features, and videos, Marketing, 12th Edition gives you countless opportunities to develop and apply critical-thinking skills as you acquire the marketing knowledge essential for success in the business world.