Supplements: Instructor's Manual｜Test Bank｜Power point｜Exam View｜Video
Author
Carl McDaniel, University of Texas at Arlington
Charles W. Lamb, Texas Christian University
Joseph F. Hair, Jr., Kennesaw State University
Description
With a fresh, streamlined design, Introduction to Marketing, 9e "Takes You There"--helping students and instructors achieve complete marketing success--by delivering the best the market has to offer: cutting-edge coverage, powerful teaching and learning tools, captivating examples, and innovative applications that ensure students not only understand marketing concepts, but also know how to effectively apply them to real-world practice. Packed with choices, the book offers unequaled flexibility and exceptional tools to meet a variety learning and teaching styles. An online megaresource, CengageNOW creates personalized study plans that enable students to identify weak spots and effectively master materials. It also allows instructors to easily make and grade assignments--and monitor students' progress. Shot specifically for this textbook, an all-new video package features fascinating success stories from vibrant companies. There are also myriad resources to liven the classroom experience. And with the Integrated Learning System, all content and supplements are organized by learning objective. With its solid reputation, engaging writing style, and success in a range of teaching environments, this thorough, midlevel marketing text has broad-based appeal among instructors and students alike--helping both reach their ultimate marketing destination.
Table of Contents
Part One: THE WORLD OF MARKETING.
1. An Overview of Marketing.
2. Strategic Planning for Competitive Advantage.
3. Social Responsibility, Ethics, and the Marketing Environment.
4. Developing a Global Vision.
Part Two: ANALYZING MARKET OPPORTUNITIES.
5. Consumer Decision Making.
6. Business Marketing.
7. Segmenting and Targeting Markets.
8. Decision Support Systems and Marketing Research.
Part Three: PRODUCT DECISIONS.
9. Product Concepts.
10. Developing and Managing Products.
11. Services and Nonprofit Organization Marketing.
Part Four: DISTRIBUTION DECISIONS.
12. Marketing Channels and Supply Chain Management.
13. Retailing.
Part Five: PROMOTION DECISIONS
14. Integrated Marketing Communication.
15. Advertising and Public Relations.
16. Sales Promotion and Personal Selling.
Part Six: PRICING DECISIONS.
17. Pricing Concepts.
18. Setting the Right Price.
Part Seven: TECHNOLOGY-DRIVEN MARKETING.
19. Customer Relationship Management.
