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Principles of marketing

Author: Charles W Lamb; Joseph F Hair; Carl D McDaniel
Publisher: Cincinnati, Ohio : College Division, South-Western Pub. Co., ©1994.
Edition/Format:   Print book : English : 2nd edView all editions and formats
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This book provides readers with a comprehensive introduction to marketing. Features include an Integrated Teaching System; more emphasis on multicultural marketing, globalization, TQM, ethics, small  Read more...

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Document Type: Book
All Authors / Contributors: Charles W Lamb; Joseph F Hair; Carl D McDaniel
ISBN: 0538829826 9780538829823
OCLC Number: 44601475
Description: xxxii, 846 pages : color illustrations ; 29 cm
Contents: Part One: The World of Marketing: An Overview of Marketing; The Marketing Environment; Developing a Global Vision; Part Two: Analyzing Marketing Opportunities: Consumer Decision Making; Business- to Business Marketing; Segmenting and Targetting Markets; Multicultural Marketing in the United States; Decision Support Systems and Market Research; Part Three: Product Decisions: Product Concepts; Developing and Managing Products; Services and Nonbusiness Marketing; Part Four: Distribution Decisions: Marketing Channels and Wholesaling; Retailing; Physical Distribution Management; Part Five: Promotion Decisions: Marketing Communications and Promotions Strategy; Advertising and Public relations; Selling, Sales Management, and Sales Promotion; Part Six: Pricing Decisions: Pricing Concepts; Setting the Right Price; Part Seven: Contemporary Marketing Management: Ethics and Social Responsibility; Strategic Planning and Forecasting; Assessing Marketing Productivity and Total Quality Management.
Responsibility: Charles W. Lamb, Jr., Joseph F. Hair, Jr., Carl McDaniel.

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