Essentials of Marketing

Part 1: THE WORLD OF MARKETING.
1. An Overview of Marketing.
Career Appendix.
Marketing Plan Appendix.
2. Strategic Planning for Competitive Advantage.
3. Social Responsibility, Ethics, and the Marketing Environment.
4. Developing a Global Vision.
Part 2: ANALYZING MARKETING OPPORTUNITIES.
5. Consumer Decision Making.
6. Business Marketing.
7. Segmenting and Targeting Markets.
8. Decision Support Systems and Marketing Research.
Part 3: PRODUCT AND DISTRIBUTION DECISIONS.
9. Product Concepts.
10. Developing and Managing Products.
11. Marketing Channels and Supply Chain Management.
12. Retailing.
Part 4: PROMOTION AND PRICING DECISIONS.
13. Marketing Communications and Advertising.
14. Public Relations, Sales Promotion, and Personal Selling.
15. Pricing Concepts.

Carl McDaniel, Chairman of the marketing department at University of Texas at Arlington for 32 years. He has been an instructor for more than 40 years and is the recipient of several awards for outstanding teaching. McDaniel has also been a district sales manager for Southwestern Bell Telephone Company. Currently, he serves as a board member of the North Texas Higher Education Authority and is a member of the American Marketing Association, Academy of Marketing Science, Southern Marketing Association, Southwestern Marketing Association, and Western Marketing Association. In addition to Marketing, McDaniel has authored or co-authored over 50 textbooks, and his research has appeared in such publications as the Journal of Marketing, Journal of Business Research, Journal of the Academy of Marketing Science, and the California Management Review. McDaniel is co-owner of a marketing research firm and has been a consultant to the International Trade Centre.Joseph F. Hair previously held the Alvin C. Copeland Endowed Chair of Franchising and was Director, Entrepreneurship Institute, Louisiana State University. Hair also held the Phil B. Hardin Chair of Marketing at the University of Mississippi. He has taught graduate and undergraduate marketing and marketing research courses. A member of the American Marketing Association, Academy of Marketing Science, Southern Marketing Association, and Southwestern Marketing Association, Hair has authored 40 books, monographs, and cases and over 70 articles in scholarly journals. He serves on the editorial review boards of several journals and was the 2004 recipient of the Academy of Marketing Science Excellence in Teaching Award and the 2007 Innovative Marketer of the Year Award by the Marketing Management Association. Hair serves as a consultant to many businesses.