TY  - BOOK
AU  - McDaniel, Carl
AU  - Lamb, Charles W.
ED  - 
TI  - Introduction to marketing.
SN  - 9780538754873
AV  - HF5415.M14(11e) 
PY  - 2011///
CY  - Australia
PB  - Cengage learning
KW  - Marketing
N1  - 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)  --
ER  -