MKTG
By: [Charles W. Lamb ...et al.].
Edition: Canadian ed.
Publisher: Nelson Education
Published: 2009
Place of publication: Toronto
Language: eng
Number of pages: 318
ISBN-13: 9780176502522; 9780176501099
Copyright date: 2010
Subjects: Marketing; Textbooks; Management; Manuels d'enseignement superieur; Gestion
Other titles: Marketing
Notes: Cover title.

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. Social responsibility, ethics, and the marketing environment; title: 4. Developing a global vision; title: pt. 2. Analyzing Marketing Opportunities; title: 5. Consumer decision making; title: 6. Business marketing; title: 7. Segmenting and targeting markets; title: 8. Decision support systems and marketing research; title: pt. 3. Product Decisions; title: 9. Product concepts; title: 10. Developing and managing products; title: 11. Services and nonprofit organization marketing; title: pt. 4. Distribution Decisions; title: 12. Marketing channels and supply chain management; title: 13. Retailing; title: pt. 5. Promotion Decisions; title: 14. Integrated Marketing Communication; title: 15. Advertising and public relations; title: 16. Sales promotion and personal selling; title: pt. 6. Pricing Decisions; title: 17. Pricing concepts; title: 18. Setting the right price; title: pt. 7. Technology-Driven Marketing; title: 19. Customer relationship management (CRM).