Marketing （12TH）

Lamb, Charles W./ Hair, Joseph F./ McDaniel, Carl

South-Western Pub（2012/01発売）

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製本 Hardcover:ハードカバー版／ページ数 833 p.
言語 ENG
商品コード 9781111821647
DDC分類 380

Full Description

Engaging and thorough, MARKETING, 12th Edition shows how marketing principles affect day-to-day lives, as well as their significant influence on business decisions, with cases, vignettes, and critical-thinking features.

PART IAppendix. 2. Strategic Planning for Competitive Advantage. Marketing Plan Appendix. 3. Ethics and Social Responsibility. 4. The Marketing Environment. 5. Developing a Global Vision. PART II: ANALYZING MARKET OPPORTUNITIES. 6. Consumer Decision Making. 7. Business Marketing. 8. Segmenting and Targeting Markets. 9. Decision Support Systems and Marketing Research. PART III: PRODUCT DECISIONS. 10. Product Concepts. 11. Developing and Managing Products. 12. Services and Nonprofit Organization Marketing. PART IV: DISTRIBUTION DECISIONS. 13. Marketing Channels. 14. Supply Chain Management. 15. Retailing. PART V: PROMOTION AND COMMUNICATIONS STRATEGIES. 16. Promotional Planning for Competitive Advantage. 17. Advertising and Public Relations. 18. Sales Promotion and Personal Selling. PART VI: PRICING DECISIONS. 19. Pricing Concepts. 20. Setting the Right Price. PART VII: TECHNOLOGY-DRIVEN MARKETING. 21. Customer Relationship Management (C.R.M.). 22. Social Media and Marketing.