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Essentials of marketing

Author: Charles W Lamb; Joseph F Hair; Carl McDaniel, Jr.
Publisher: Mason, Ohio : Thomson/South-Western, ©2005.
Edition/Format:   Print book : English : 4th edView all editions and formats
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Document Type: Book
All Authors / Contributors: Charles W Lamb; Joseph F Hair; Carl McDaniel, Jr.
ISBN: 0324282923 9780324282924 0324282907 9780324282900 0324282915 9780324282917 0534558534 9780534558536
OCLC Number: 56068949
Description: xxxvi, 572 pages : color illustrations ; 28 cm
Contents: Part 1. World of Marketing --
1. Overview of Marketing --
2. Ethics, Social Responsibility, and the Marketing Environment --
3. Developing a Global Vision --
Part 2. Analyzing Marketing Opportunities --
4. Consumer Decision Making --
5. Business Marketing --
6. Segmenting and Targeting Markets --
7. Decision Support Systems and Marketing Research --
Part 3. Product and Distribution Decisions --
8. Product and Services Concepts --
9. Developing and Managing Products --
10. Marketing Channels and Supply Chain Management --
11. Retailing --
Part 4. Promotion and Pricing Decisions --
12. Marketing Communications and Personal Selling --
13. Advertising and Public Relations --
14. Internet Marketing --
15. Pricing Concepts.
Responsibility: Charles W. Lamb, Joseph F. Hair, Carl McDaniel.

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