MKTG : principles of marketing /
Charles W. Lamb, Joseph F. Hair, Dheeraj Sharma, and Carl McDaniel.
- Delhi : Cengage Leaning India , 2016
- xvii, 671 pages : color illustrations ; 25 cm.
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.