Marketing
By: Charles W. Lamb, Joseph F. Hair, Jr., Carl McDaniel
Contributors: Hair, Joseph F.; McDaniel, Carl D.
Edition: 9th ed.
Publisher: Thomson/South-Western
Published: 2008
Place of publication: Mason, OH
Language: eng
Number of pages: 671
ISBN-13: 9780324362084; 9780324544862; 9780324544015
Subjects: Marketing; Management
Notes: Includes bibliographical references and index.
Table of contents: title: The world of marketing; title: An overview of marketing; title: Strategic planning for competitive advantage; title: Social responsibility, ethics, and the marketing environment; title: Developing a global vision; title: Analyzing marketing opportunities; title: Consumer decision making; title: Business marketing; title: Segmenting and targeting markets; title: Decision support systems and marketing research; title: Product decisions; title: Product concepts; title: Developing and managing products; title: Services and nonprofit organization marketing; title: Distribution decisions; title: Marketing channels and supply chain management; title: Retailing; title: Promotion decisions; title: Integrated marketing communications; title: Advertising and public relations; title: Sales promotion and personal selling; title: Pricing decisions; title: Pricing concepts; title: Setting the right price; title: Technology-driven marketing; title: Internet marketing; title: Customer relationship management (CRM)