Essentials of marketing / Charles W. Lamb; Joseph F. Hair, JR.; Carl McDaniel.
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TextOriginal language: English Publisher: United States: Cengage Learning, 2012Copyright date: ©2009 Edition: Seventh editionDescription: 648 páginas : ilustraciones, gráficas, fotografías ; 28 cmContent type: texto Media type: sin mediación Carrier type: volumenISBN: 9780538478342; 0538478349Subject(s): Mercadeo -- Estrategia y técnica | Investigación de mercados | Análisis de mercadeo | Comportamiento del consumidor -- Toma de decisiones | Canales de comercialización | Publicidad -- Estrategia y técnicaDDC classification: 658.8 | Item type | Current library | Collection | Call number | Copy number | Status | Date due | Barcode | Item holds |
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General | 658.8 / L218 2012 (Browse shelf(Opens below)) | Ej.1 | Available (Sin restricciones) | 7101023977 |
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1. An overview of marketing ; 2. Strategic planning for competitive advantage ; 3. Ethics and social responsibility ; 4. The marketing environment ; 5. Developing a global vision ; 6.Consumer decision making ; 7. Business marketing ; 8. Segmenting and targeting markets ; 9. Decision support systems and marketing research ; 10.Product concepts ; 11. Developing and managing products ; 12. Marketing channels and supply chain management ; 13. Retailing ; 14. Marketing communications and advertising ; 15. Public relations, sales promotion, and personal selling ; 16. Pricing concepts
Achieve marketing success with the best up-to-the-minute coverage of key marketing topics in this complete, yet brief, Essentials of marketing, 7e by award-winning authors Lamb/Hair/McDaniel. This edition's fresh, streamlined design focuses on captivating examples and innovative applications that ensure readers not only understand marketing concepts, but also know how to effectively apply concepts to actual business practices. This edition visually illustrates key marketing concepts and showcases the customer experience with an engaging writing style punctuated by the most recent marketing statistics and figures. A new appendix and exercises further prepare readers with the skills to build a professional marketing plan for success. editor.
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