Essentials of marketing / Charles W. Lamb, Jr., Joseph F. Hair, Jr., Carl McDaniel.
By: Lamb, Charles W
.
Contributor(s): Hair, Joseph F | McDaniel, Carl D.
Material type: 
BookPublisher: Cincinnati, Ohio : South-Western College Pub., 1999Description: xxvi, 502 p. : col. ill., col. map ; 28 cm.ISBN: 0538879262 .Contained works: Wardlow, Daniel L. Principles of marketing.Subject(s): Marketing | Marketing -- ManagementDDC classification: 658.8 | Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
| General Lending | MTU Bishopstown Library Lending | 658.8 (Browse shelf(Opens below)) | 1 | Available | 00094604 | ||
| General Lending | MTU Bishopstown Library Lending | 658.8 (Browse shelf(Opens below)) | 1 | Available | 00094605 |
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| 658.8 Business marketing / | 658.8 Handbook of relationship marketing / | 658.8 Handbook of relationship marketing / | 658.8 Essentials of marketing / | 658.8 Essentials of marketing / | 658.8 Principles of marketing / | 658.8 Principles of marketing / |
Enhanced descriptions from Syndetics:
Learn the basics of marketing and find out about the "hot topics" affecting marketing and business today. Essentials of Marketing explores the major concepts of marketing including the marketing "mix": product, price, place (distribution), and promotion in this short, easy-to-read book. A special chapter devoted to Internet Marketing appears on the Internet, and a chapter devoted to Competitive Intelligence keeps you up-to-date on this timely and increasingly important business issue. Special entrepreneurship sections throughout the book help you put marketing concepts in the context of the fastest-growing segment of the business world: small business.
Includes bibliographical references (pages 471-483) and indexes.
Part One: The world of marketing -- An overview of marketing -- The marketing environment and marketing ethics -- Developing a global vision -- Part Two: Analyzing marketing opportunities -- Consumer decision making -- Business marketing -- Segmenting and targeting markets -- Decision support systems and marketing research -- Creating a competitive advantage using competitive intelligence -- Part Three: Product and distribution decisions -- Products and services concepts -- Developing and managing products -- Marketing channels and physical distribution -- Retailing and wholesaling -- Part Four: Integrated marketing communications and pricing -- Marketing communication and personal selling -- Advertising, sales promotion and public relations -- Marketing on the internet -- Pricing concepts.