Introduction to marketing. / Carl McDaniel, Charles W Lamb, and Joseph F. Hair, Jr.
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TextPublication details: Australia: Cengage learning, 2011.Edition: 11th edDescription: xxv,777 p.: ill(some col.); 27cmISBN: - 9780538754873
- 0538754877
- HF5415.M14(11e)
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Includes index
Contents: 1.The World of marketing: An overview of marketing -- Strategic planning for competitive advantage -- Ethics and social responsibility -- The marketing environment -- Developing a global vision -- 2. Analyzing market opportunities: Consumer decision making -- Business marketing -- Segmenting and targeting markets -- Decision support systems and marketing research -- 3. Product decisions: Product concepts -- Developing and managing products -- Services and nonprofit organization marketing -- 4.Distribution decisions: Marketing channels -- Supply chain management -- Retailing -- 5. Promotion and communication strategies: Promotional planning for competitive advantage -- Advertising and public relations -- Sales promotion and personal selling -- 6. Pricing decisions: Pricing concepts -- Setting the right price -- 7. Technology-driven marketing: Customer relationship management(CRM) --
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