Marketing
By: Charles W. Lamb, Jr ... [et al.].
Edition: 5th Canadian ed.
Publisher: Nelson Education
Published: 2012
Place of publication: Toronto
Language: eng
Number of pages: 648
ISBN-13: 9780176504076; 9780176617226
Subjects: Textbooks; Marketing; 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.

Accompanied by 1 CourseMate card for access to e-resources.

Includes bibliographical references (p. 617-635) and index.
Table of contents: title: pt. 1. The world of marketing. An overview of marketing; title: Strategic planning for competitive advantage; title: Ethics and the marketing environment.; title: pt. 2. Analyzing marketing opportunities. Consumer decision making; title: Business marketing; title: Segmenting and targeting markets; title: Decision support systems and marketing research.; title: pt. 3. Product decisions. Product concepts; title: Developing and managing products; title: Services and nonprofit organization marketing.; title: pt. 4. Distribution decisions. Marketing channels and supply chain management; title: Retailing.; title: pt. 5. Promotion decisions. Integrated marketing communications; title: Advertising and public relations; title: Sales promotion and personal selling.; title: pt. 6. Pricing decisions. Pricing concepts; title: Setting the right price.; title: pt. 7. Managing marketing-created relationships. Customer relationship management (CRM).