McDaniel, Carl creator Lamb, Charles W. Hair, Joseph F. Jr text xxu Australia Cengage learning 2011 11th ed. monographic eng

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xxv,777 p.: ill(some col.); 27cm. 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) -- Carl McDaniel, Charles W Lamb, and Joseph F. Hair, Jr. Includes index Marketing HF5415.M14(11e) 9780538754873 0538754877 120521 20220609134629.0