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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
Item type Current library Call number Status Barcode
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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