Marketing
By: Charles W. Lamb, Jr ... [et al.].
Edition: 4th Canadian ed.
Publisher: Nelson Education
Published: 2008
Place of publication: Toronto
Language: eng
Number of pages: 641
ISBN-13: 9780176104573; 9780176478179
Subjects: Marketing; Textbooks; Management; Manuels d'enseignement supérieur; Gestion
Other titles: Subject is marketing.
Notes: First ed., published 1997, had ed. statement: Canadian 3rd ed.; 2nd ed. published as: The subject is marketing.

Includes access code to Infotrac college edition, the online library.

Accompanied by 1 student access code card for CengageNow and the student companion site, online study supplements.

Includes bibliographical references and index.
Table of contents: title: pt. 1. The World of Marketing; title: 1. An overview of marketing; title: 2. Strategic planning for competitive advantage; title: 3. Ethics and the marketing environment; title: pt. 2. Analyzing Marketing Opportunities; title: 4. Consumer decision making; title: 5. Business marketing; title: 6. Segmenting and targeting markets; title: 7. Decision support systems and marketing research; title: pt. 3. Product Decisions; title: 8. Product concepts; title: 9. Developing and managing products; title: 10. Services and nonprofit organization marketing; title: pt. 4. Distribution Decisions; title: 11. Marketing channels and supply chain management; title: 12. Retailing; title: pt. 5. Promotion Decisions; title: 13. Integrated marketing communication; title: 14. Advertising and public relations; title: 15. Sales promotion and personal selling; title: pt. 6. Pricing Decisions; title: 16. Pricing concepts; title: 17. Setting the right price; title: pt. 7. Managing Marketing-Created Relationships; title: 18. Customer relationship management (CRM); title: 19. Internet marketing.