Test Bank for Essentials of Marketing 7th Edition by Lamb Hair and McDaniel

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Product Description

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.
Essentials of Marketing 7th Edition by  Charles W. Lamb, Joe F. Hair and Carl McDaniel
Essentials of Marketing 7th Edition by  Charles W. Lamb, Joe F. Hair and Carl McDaniel

Table of content

PART I: THE WORLD OF MARKETING
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.
PART II: ANALYZING MARKETING OPPORTUNITIES
6. Consumer Decision Making.
7. Business Marketing.
8. Segmenting and Targeting Markets.
9. Decision Support Systems and Marketing Research.
PART III: PRODUCT AND DISTRIBUTION DECISIONS
10. Product Concepts.
11. Developing and Managing Products.
12. Marketing Channels and Supply Chain Management.
13. Retailing.
PART IV: PROMOTION AND PRICING DECISIONS
14. Marketing Communications and Advertising.
15. Public Relations, Sales Promotion, and Personal Selling.
16. Pricing Concepts.

Product details

  • Language: English
  • ISBN-10: 0538478349
  • ISBN-13: 978-0538478342
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