Marketing, 11th Edition

You experience marketing through billboards, television commercials, and even in the cereal aisle at the grocery store. Now 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 MARKETING, Eleventh Edition, will have you saying, “Now that’s marketing.”

Table of Contents

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 A Global Vision

Part 2 Analyzing 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)