Introduction to Marketing, International Edition
(Sprache: Englisch)
You experience marketing through billboards, television commercials, and even in the cereal aisle at the grocery store. Now INTRODUCTION TO MARKETING, 11e, International Editionwith its engaging presentation of conceptswill bring forward how much the...
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You experience marketing through billboards, television commercials, and even in the cereal aisle at the grocery store. Now INTRODUCTION TO MARKETING, 11e, International Editionwith its engaging presentation of conceptswill bring forward how much the principles of marketing play a role in your day-to-day life. With coverage of current marketing practices and exciting new features, McDaniel, Lamb and Hair's INTRODUCTION TO MARKETING, 11e, International Edition, will have you saying, "Now that's marketing."
Inhaltsverzeichnis zu „Introduction to Marketing, International Edition “
Part 1: THE WORLD OF MARKETING.1. An Overview of Marketing.2. Strategic Planning for Competitive Advantage.3. Ethics and Social Responsibility.4. The Marketing Environment.5. Developing a Global Vision.Part 2: ANALYZING MARKETING OPPORTUNITIES.6. Consumer Decision Making.7. Business Marketing.8. Segmenting and Targeting Markets.9. Decision Support Systems and Marketing Research.Part 3: PRODUCT DECISIONS.10. Product Concepts.11. Developing and Managing Products.12. Services and Nonprofit Organization Marketing.Part 4: DISTRIBUTION DECISIONS.13. Marketing Channels.14. Supply Chain Management.15. Retailing.Part 5: PROMOTION AND COMMUNICATION STRATEGIES.16. Promotional Planning for Competitive Advantage.17. Advertising and Public Relations.18. Sales Promotion and Personal Selling.Part 6: PRICING DECISIONS.19. Pricing Concepts.20. Setting the Right Price.Part 7: TECHNOLOGY-DRIVEN MARKETING.21. Consumer Relationship Management (CRM).
Autoren-Porträt von Carl McDaniel, Lamb, Hair
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.
Bibliographische Angaben
- Autoren: Carl McDaniel , Lamb , Hair
- 2011, 11th Ed., 736 Seiten, Maße: 27,5 cm, Kartoniert (TB), Englisch
- Verlag: South Western College
- ISBN-10: 0538754877
- ISBN-13: 9780538754873
Sprache:
Englisch
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