Lamb, Charles W., <br/><br/>
MKTG9 / 
Charles W. Lamb, Joseph F. Hair, Carl McDaniel. 
 - Student edition. 
 - viii, 423, [48] pages :  color illustrations ;  27 cm. 
<br/><br/> Caption title. 
<br/><br/>Includes bibliographical references (pages 395-409) and index. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>9781285860169 (paperback) 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing.
<br/><br/><label>LC Class. No.: </label>HF 5411  / L36 2016