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Essentials of marketing / by Charles W. Lamb, Joseph F. Hair, and Jr., Carl McDaniel.

By: Contributor(s): Material type: TextLanguage: ENG Publication details: Mason, Ohio : South-Western Cengage Learning, c2012.Edition: 7th editionDescription: xxiii, 648 pages. : color. illustration. ; 28 cmISBN:
  • 9780538478342
Other title:
  • Marketing
Subject(s):
Contents:
The world of marketing -- An overview of marketing -- Strategic planning for competitive advantage -- Ethics and social responsibility -- The marketing environment -- Developing a global vision -- Analyzing marketing opportunities -- Consumer decision making -- Business marketing -- Segmenting and targeting markets -- Decision support systems and marketing research -- Product and distribution decisions -- Product concepts -- Developing and managing products -- Marketing channels and supply chain management -- Retailing -- Promotion and pricing decisions -- Marketing communications and advertising -- Public relations, sales promotion, and personal selling -- Pricing concepts.
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Holdings
Cover image Item type Current library Home library Collection Shelving location Call number Materials specified Vol info URL Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Open Shelf Albukhary International University LEVEL 2 HF 5415 .L38 2012 (Browse shelf(Opens below)) Available 1100010454
Total holds: 0

Previous ed.: 2009.

Includes bibliographical references and index.

The world of marketing -- An overview of marketing -- Strategic planning for competitive advantage -- Ethics and social responsibility -- The marketing environment -- Developing a global vision -- Analyzing marketing opportunities -- Consumer decision making -- Business marketing -- Segmenting and targeting markets -- Decision support systems and marketing research -- Product and distribution decisions -- Product concepts -- Developing and managing products -- Marketing channels and supply chain management -- Retailing -- Promotion and pricing decisions -- Marketing communications and advertising -- Public relations, sales promotion, and personal selling -- Pricing concepts.

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