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

By: Lamb, Charles W [Author].
Contributor(s): Hair, Joseph F [Author] | McDaniel, Carl, Jr, 1941- [Author].
Material type: TextTextPublisher: Australia : South-Western Cengage Learning, 2012Edition: 7th ed.Description: xxiii, 648 p. : col. ill., photos., charts ; 28 cm.ISBN: 9780538478342; 0538478349.Subject(s): Marketing | Marketing -- Case studies | Marketing -- Management | Marketing -- Management -- Case studies | Social responsibility of business | Marketing channels | Retail trade -- Marketing | Perrotis College -- Master of science degreeDDC classification: RES 658.8
Contents:
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 and Distribution Decisions : 10. Product concepts. - - 11. Developing and managing products. - - 12. Marketing channels and supply chain management. - - 13. Retailing.
PART 4. Promotion and Pricing Decisions : 14. Marketing communications and advertising. - - 15. Public relations, sales promotion, and personal selling. - - 16. Pricing concepts.
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Course Reserves Course Reserves "George and Charlotte Draper" Information & Media Hub

Παράρτημα της Κεντρικής Βιβλιοθήκης στο Κολέγιο Περρωτής.

"George and Charlotte Draper" Information & Media Hub

Παράρτημα της Κεντρικής Βιβλιοθήκης στο Κολέγιο Περρωτής.

Perrotis College - Master degree RES 658.8 Lam c.2 (Browse shelf) Available (Overnight Loan Only) 13020912

Food Marketing & Branding Spring semester

Book Non Fiction Book Non Fiction "George and Charlotte Draper" Information & Media Hub

Παράρτημα της Κεντρικής Βιβλιοθήκης στο Κολέγιο Περρωτής.

"George and Charlotte Draper" Information & Media Hub

Παράρτημα της Κεντρικής Βιβλιοθήκης στο Κολέγιο Περρωτής.

Perrotis College - Master degree 658.8 Lam (Browse shelf) Available Graduate (Agricultural Product Marketing & Branding - level 7) -- Recommended 13020913
Course Reserves Course Reserves "George and Charlotte Draper" Information & Media Hub

Παράρτημα της Κεντρικής Βιβλιοθήκης στο Κολέγιο Περρωτής.

"George and Charlotte Draper" Information & Media Hub

Παράρτημα της Κεντρικής Βιβλιοθήκης στο Κολέγιο Περρωτής.

Perrotis College - Master degree RES 658.8 Lam c.1 (Browse shelf) Available (Overnight Loan Only) 13019558

Food Marketing & Branding Spring semester


Includes bibliographical references, glossary and indexes.

www.cengage.com/marketing/lamb
www.cengage.com/webtutor
www.cengage.com/coursemate
www.cengagebrain.com

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 and Distribution Decisions : 10. Product concepts. - - 11. Developing and managing products. - - 12. Marketing channels and supply chain management. - - 13. Retailing.

PART 4. Promotion and Pricing Decisions : 14. Marketing communications and advertising. - - 15. Public relations, sales promotion, and personal selling. - - 16. Pricing concepts.

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