McDaniel, Carl <br/><br/>
Introduction to marketing. / 
Carl McDaniel, Charles W Lamb, and Joseph F. Hair, Jr. 
 - 11th ed. 
 - Australia:  Cengage learning,  2011. 
 - xxv,777 p.:  ill(some col.);  27cm. 
<br/><br/> Includes index 
<br/><br/>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)  --  
<br/><br/><label>ISBN: </label>9780538754873 0538754877 
<br/><br/><label>Subjects--Topical Terms: </label> Marketing. 
<br/><br/><label>LC Class. No.: </label>HF5415.M14(11e)