Introduction to marketing [printed text] / Carl D. McDaniel, Author ; Charles W. Lamb, Author ; Joseph F. Hair, Author  . -  11th Edition. International Edition . - Mason, Ohio : South-Western Cengage Learning, 2011 . - xxv, 777 p. : ill (col) ; 28 cm.
ISBN : 978-0-538-75487-3

Class number:	658.8
Abstract:	You experience marketing through billboards, television commercials, and even in the cereal aisle at the grocery store. Now Introduction to Marketing, Eleventh Edition, with its engaging presentation of concepts, will bring forward how much the principles of marketing play a role in your day-to-day life. With coverage of current marketing practices and exciting new features, Lamb, Hair, and McDaniel's Introduction to Marketing, Eleventh Edition, will have you saying, "Now that's marketing."
Contents note:	Preface; Acknowledgements Part 1 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 the Global Vision Part 2 Analysing Marketing Opportunities 6. Consumer Decision Making; 7. Business Marketing; 8. Segmenting and Targeting Markets; 9. Decision Support Systems and Marketing Research Part 3 Product Decisions 10. Product Concepts; 11. Developing and Managing Products; 12. Services and Nonprofit Organization Marketing Part 4 Distribution Decisions 13. Marketing Channels; 14. Supply Chain Management; 15. Retailing Part 5 Promotion and Communication Strategies 16. Promotional Planning for Competitive Advantage; 17. Advertising and Public Relations; 18. Sales Promotion and Personal Selling Part 6 Pricing Decisions 19. Pricing Concepts; 20. Setting the Right Price Part 7 Technology-Driven Marketing 21. Customer Relationship Management (CRM) Glossary; Endnotes; Indexes.