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MKTG: Principles of Marketing 13th Edition (Asia Edition) - Lamb/Hair/McDaniel

RM90.00

In stock

Product Info
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Product Description

MKTG with MindTap brings marketing fundamentals to life by showing students how they’re applied at the world’s top companies every day, all at an affordable price. MKTG combines an engaging paperback textbook and digital solution, MindTap. With MindTap and you, students begin to think and act like marketers as they’re held accountable for course material and are challenged to then apply it. MindTap gives you complete control of your course — to personalize content, to challenge every individual, and to build student confidence.

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. Marketing Research.
Part III: PRODUCT DECISIONS.
10. Product Concepts.
11. Developing and Managing Products.
12.Services and Nonprofit Organization Marketing.
Part IV: DISTRIBUTION DECISIONS.
13. Supply Chain Management and Marketing Channels.
14. Retailing.
Part V: PROMOTION AND COMMUNICATION STRATEGIES.
15. Marketing Communications.
16. Advertising, Public Relations, and Sales Promotion.
17. Personal Selling and Sales Management.
18. Social Media and Marketing.
Part VI: PRICING DECISIONS.
19. Pricing Concepts.
Endnotes.
Index.

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