MKTG9 /
Lamb, Charles W.
MKTG9 / MKTG 9 MKTG nine Marketing 9 MKTG : principles of marketing [Charles W. Lamb, Joseph F. Hair, Carl McDaniel]. - Student edition - Boston, MA : Cengage Learning, 2016. - viii, 423, [48] pages : color illustrations ; 27 cm
Caption title.
Includes bibliographical references (pages 395-409) 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 ; Marketing research -- pt. 3. Product decisions. Product concepts ; Developing and managing products ; Services and nonprofit organization marketing -- pt. 4. Distribution decisions. Supply chain management ; Marketing channels ; Retailing -- pt. 5. Promotion and communication strategies. Marketing communications ; Advertising, public relations, and sales promotion ; Personal selling and sales management ; Social media and marketing -- pt. 6. Pricing decisions ; Pricing concepts ; Setting the right price.
9781285860169
Marketing.
CIR HF 5415 L36 2016
MKTG9 / MKTG 9 MKTG nine Marketing 9 MKTG : principles of marketing [Charles W. Lamb, Joseph F. Hair, Carl McDaniel]. - Student edition - Boston, MA : Cengage Learning, 2016. - viii, 423, [48] pages : color illustrations ; 27 cm
Caption title.
Includes bibliographical references (pages 395-409) 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 ; Marketing research -- pt. 3. Product decisions. Product concepts ; Developing and managing products ; Services and nonprofit organization marketing -- pt. 4. Distribution decisions. Supply chain management ; Marketing channels ; Retailing -- pt. 5. Promotion and communication strategies. Marketing communications ; Advertising, public relations, and sales promotion ; Personal selling and sales management ; Social media and marketing -- pt. 6. Pricing decisions ; Pricing concepts ; Setting the right price.
9781285860169
Marketing.
CIR HF 5415 L36 2016