Marketing Essentials, International Edition
(Sprache: Englisch)
Achieve marketing success with the best up-to-the-minute coverage of key marketing topics in this complete, yet brief, MARKETING ESSENTIALS, 7E, International Edition by award-winning authors McDaniel/Lamb/Hair. This edition's fresh, streamlined design...
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Produktinformationen zu „Marketing Essentials, International Edition “
Achieve marketing success with the best up-to-the-minute coverage of key marketing topics in this complete, yet brief, MARKETING ESSENTIALS, 7E, International Edition by award-winning authors McDaniel/Lamb/Hair. This edition's fresh, streamlined design focuses on captivating examples and innovative applications that ensure readers not only understand marketing concepts, but also know how to effectively apply concepts to actual business practices. This edition visually illustrates key marketing concepts and showcases the customer experience with an engaging writing style punctuated by the most recent marketing statistics and figures. A new appendix and exercises further prepare readers with the skills to build a professional marketing plan for success.
Klappentext zu „Marketing Essentials, International Edition “
Achieve marketing success with the best up-to-the-minute coverage of key marketing topics in this complete, yet brief, MARKETING ESSENTIALS, 7E, International Edition by award-winning authors McDaniel/Lamb/Hair. This edition's fresh, streamlined design focuses on captivating examples and innovative applications that ensure readers not only understand marketing concepts, but also know how to effectively apply concepts to actual business practices. This edition visually illustrates key marketing concepts and showcases the customer experience with an engaging writing style punctuated by the most recent marketing statistics and figures. A new appendix and exercises further prepare readers with the skills to build a professional marketing plan for success.
Inhaltsverzeichnis zu „Marketing Essentials, International Edition “
PART I: THE WORLD OF MARKETING.1. An Overview of Marketing.
Career Appendix.
2. Strategic Planning for Competitive Advantage.
3. Ethics and Social Responsibility.
4. The Marketing Environment.
5. Developing a Global Vision.
PART II: ANALYZING MARKETING OPPORTUNITIES.
6. Consumer Decision Making.
7. Business Marketing.
8. Segmenting and Targeting Markets.
9. Decision Support Systems and Marketing Research.
PART III: PRODUCT AND DISTRIBUTION DECISIONS.
10. Product Concepts.
11. Developing and Managing Products.
12. Marketing Channels and Supply Chain Management.
13. Retailing.
PART IV: PROMOTION AND PRICING DECISIONS.
14. Marketing Communications and Advertising.
15. Public Relations, Sales Promotion, and Personal Selling.
16. Pricing Concepts.
Autoren-Porträt von Carl McDaniel, Charles Lamb, Joseph 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 , Charles Lamb , Joseph Hair
- 2011, 7th Ed., 672 Seiten, Maße: 27,6 cm, Kartoniert (TB), Englisch
- Verlag: South Western College
- ISBN-10: 1111221928
- ISBN-13: 9781111221928
Sprache:
Englisch
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