TY  - BOOK
AU  - Lamb,Charles W.
AU  - Hair,Joseph F.
AU  - McDaniel,Carl
TI  - MKTG9
SN  - 9781285860169
AV  - CIR HF 5415 L36 2016 
PY  - 2016///
CY  - Boston, MA
PB  - Cengage Learning
KW  - Marketing
N1  - 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
ER  -