MKTG: marketing

by Lamb, Charles W.

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Title Statements

Full title :MKTG : marketing / [Charles W. Lamb, Joseph F. Hair, Carl McDaniel].

Edition Statements

Publication Date:2014.
Edition:Edición del estudiante

Publication Statements

Publisher(s):Cengage Learning
Place of Publication:México, D.F
Language:eng
Publication Date:2014.

The Physical Object

Description:xiv, 386, [20] p. : : il. ; : 27 cm

Edition Identifiers

ISBN:9786075190440, 6075190449
oclc:ocn883671464
LC Classification:HF5415
Dewey Decimal:658.8

pt. 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 -- pt. 2. Analyzing marketing opportunities -- Consumer decision making -- Business marketing -- Segmenting and targeting markets -- Marketing research -- pt. 3. Product decisions -- Product concepts -- Developing and managing products -- Services and nonprofit organization marketing -- pt. 4. Distribution decisions -- Supply chain management -- Marketing channels and retailing -- pt. 5. Promotion and communication strategies -- Marketing communications -- Advertising, public relations, and sales promotion -- Personal selling and sales management -- Social media and marketing -- pt. 6. Pricing decisions -- Pricing concepts -- Setting the right price.