Marketing / 
Charles W. Lamb ... [et al.] 
 - 7th ed. 
 - Mason :  Thompson South-Western,  2004. 
 - xxxviii, 774 p. :  ill., chiefly col. ;  29 cm. 
<br/><br/> Include bibliography and index<br/> 
<br/><br/>Contents : Part 1 : The world of marketing : An overview of marketing -- Strategic planning for competitive advantage -- The marketing environment and marketing ethics -- Developing a global vision -- Part 2 : Analyzing marketing opportunities : Consumer decision making -- Business marketing -- Segmenting and targeting markets -- Decision support systems and marketing research -- Part 3 :Product decisions : Product concepts -- Developing and managing products -- Services and nonprofit organization marketing -- Part 4 : Distribution decisions : Marketing Channels and supply chain management -- Retailing -- Part 5 : Promotion decisions : Integrated marketing communications -- Advertising and public -- Sales promotion and personal selling -- Part 6 : Pricing decisions : Pricing concepts -- Setting the right price -- Part 7: Technology driven marketing : Internet marketing -- Customer relationship management -- One-on-one marketiong. 
<br/><br/><label>ISBN: </label>9780324147988 
<br/><br/><label>LC Class. No.: </label>HF5415.K.636(16e)