Essentials of Marketing

PART I: THE WORLD OF MARKETING. 1. An Overview of Marketing. Career Appendix. 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.

Achieve marketing success with the best up-to-the-minute coverage of key marketing topics in this complete, yet brief, MARKETING ESSENTIALS, 7E, International Edition by award-winning authors McDaniel/Lamb/Hair. 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.