Lamb, Charles W.
Marketing. / Charles W. Lamb et. al... - 4th ed. - Toronto: Nelson Education, 2009. - xxv, 641p. ill. 28cm.
Includes index
Contents: The World of marketing: An Overview of marketing -- Strategic planning for competitive advantage -- Ethics and the marketing environment -- Analyzing marketing opportunities: Consumer decision making -- Business marketing -- Segmenting and targeting marketing -- Decision support systems and marketing research -- Product decisions: Product concepts -- Developing and managing products -- Services and nonprofit organization marketing -- Distribution decisions: Marketing channels and supply chain management -- Retailing -- Promotion decisions: Integrated marketing communications -- Advertising and public relations -- Sales promotion and personal selling -- Pricing decisions: Pricing concepts -- Setting the right price -- Managing marketing-created relationships: Customer relationship management -- Internet marketing.
139780176471835
HF5415.L2624
Marketing. / Charles W. Lamb et. al... - 4th ed. - Toronto: Nelson Education, 2009. - xxv, 641p. ill. 28cm.
Includes index
Contents: The World of marketing: An Overview of marketing -- Strategic planning for competitive advantage -- Ethics and the marketing environment -- Analyzing marketing opportunities: Consumer decision making -- Business marketing -- Segmenting and targeting marketing -- Decision support systems and marketing research -- Product decisions: Product concepts -- Developing and managing products -- Services and nonprofit organization marketing -- Distribution decisions: Marketing channels and supply chain management -- Retailing -- Promotion decisions: Integrated marketing communications -- Advertising and public relations -- Sales promotion and personal selling -- Pricing decisions: Pricing concepts -- Setting the right price -- Managing marketing-created relationships: Customer relationship management -- Internet marketing.
139780176471835
HF5415.L2624