MKTG9 / Charles W. Lamb, Joseph F. Hair, Carl McDaniel.

By:

Lamb, Charles W [author.]

Contributor(s):

Material type: Text

TextPublisher: Boston, MA : Cengage Learning, [2016]Edition: Student editionDescription: viii, 423, [48] pages : color illustrations ; 27 cmContent type:

text

Media type:

unmediated

Carrier type:

volume

ISBN:

9781285860169 (paperback)

Subject(s):

Marketing

LOC classification:

HF 5411 L36 2016

Online resources:

Contents:

Pt. 1. The world of marketing. An overview of marketing ; Strategic planning for competitive advantage ; Ethics and social responsibility ; The marketing environment ; Developing a global vision -- pt. 2. Analyzing marketing opportunities. Consumer decision making ; Business marketing ; Segmenting and targeting markets ; Marketing research -- pt. 3. Product decisions. Product concepts ; Developing and managing products ; Services and nonprofit organization marketing -- pt. 4. Distribution decisions. Supply chain management ; Marketing channels ; Retailing -- pt. 5. Promotion and communication strategies. Marketing communications ; Advertising, public relations, and sales promotion ; Personal selling and sales management ; Social media and marketing -- pt. 6. Pricing decisions ; Pricing concepts ; Setting the right price.

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Holdings
Item type	Current library	Collection	Shelving location	Call number	Status	Date due	Barcode
Book	TUP Manila Library	NFIC	General Circulation Section-GF	HF 5411 L36 2016 (Browse shelf(Opens below))	Available		P00031753

Caption title.

Includes bibliographical references (pages 395-409) and index.

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