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MKTG : principles of marketing / Charles W. Lamb, Joseph F. Hair, Dheeraj Sharma, and Carl McDaniel.

By: Lamb Charles WContributor(s): Hair, Joseph F | Dheeraj Sharma | McDaniel CarlMaterial type: TextTextLanguage: English Publisher: Delhi : Cengage Leaning India , 2016Description: xvii, 671 pages : color illustrations ; 25 cmISBN: 9788131520345Subject(s): MarketingDDC classification: 658.8
Contents:
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 6 Consumer Decision Making 7 Business marketing 8 Segmenting and Targeting Markets 9 Decision Support Systems and Marketing Research 10 Product Concepts 11 Developing and Managing Products 12 Services and Nonprofit Organization Marketing 13 Marketing Channels 14 Supply Chain Management 15 Retailing 16 Integrated Marketing Communications 17 Advertising and Public Relations 18 Sales Promotion and Personal Selling 19 Pricing Concepts 20 Setting the Right Price 21 Customer Relationship Management (CRM) 22 Social Media and Marketing 23 Bottom of the Pyramid Allegiance Corporation Bank: Restructuring Private Banking
Summary: MKTG, a 4LTR Press product, takes into account and integrates the inputs from discipline-specific focus groups, conversations, and surveys and presents the content in a visually engaging page layout, keeping intact the high-quality content instructors need. It adopts a persuasive visual medium and offers a balanced approach, demonstrating how to use marketing information to make business decisions. The book aims at enjoyable reading and easy attention using comprehensive pedagogical features.
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Item type Current location Call number Status Date due Barcode
Books Institute of Public Enterprise, Library
S Campus 		658.8 LAM (Browse shelf) Available 49008
Books Institute of Public Enterprise, Library
S Campus 		658.8 LAM (Browse shelf) Available 49009
Books Institute of Public Enterprise, Library
S Campus 		658.8 LAM (Browse shelf) Available 49010

Includes Index.

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
6 Consumer Decision Making
7 Business marketing

8 Segmenting and Targeting Markets
9 Decision Support Systems and Marketing Research
10 Product Concepts

11 Developing and Managing Products
12 Services and Nonprofit Organization Marketing
13 Marketing Channels
14 Supply Chain Management
15 Retailing
16 Integrated Marketing Communications
17 Advertising and Public Relations
18 Sales Promotion and Personal Selling
19 Pricing Concepts
20 Setting the Right Price
21 Customer Relationship Management (CRM)
22 Social Media and Marketing
23 Bottom of the Pyramid
Allegiance Corporation Bank: Restructuring Private Banking

MKTG, a 4LTR Press product, takes into account and integrates the inputs from discipline-specific focus groups, conversations, and surveys and presents the content in a visually engaging page layout, keeping intact the high-quality content instructors need. It adopts a persuasive visual medium and offers a balanced approach, demonstrating how to use marketing information to make business decisions. The book aims at enjoyable reading and easy attention using comprehensive pedagogical features.

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