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Full Description
Students save money when purchasing bundled products. This bundle contains Lamb/Hair/McDaniel's MKTG, 12th Edition, and access to MindTap for one term via printed access card. With a single login for MindTap, you can connect with your instructor, organize coursework and have access to a range of study tools, including an e-book and apps all in one place! MindTap helps you learn on your terms. Read or listen to textbooks and study with the aid of instructor notifications, flashcards and practice quizzes.
Contents
Part I1. 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 II: ANALYZING MARKETING OPPORTUNITIES.6. Consumer Decision Making.7. Business Marketing.8. Segmenting and Targeting Markets.9. 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. Supply Chain Management and Marketing Channels.14. Retailing.Part V: PROMOTION AND COMMUNICATION STRATEGIES.15. Marketing Communications.16. Advertising, Public Relations, and Sales Promotion.17. Personal Selling and Sales Management.18. Social Media and Marketing.Part VI: PRICING DECISIONS.19. Pricing Concepts.Endnotes.Index.Student/Instructor Review Cards.
