TY  - BOOK
AU  - Lamb Charles W.
AU  - Hair, Joseph F.
AU  - Dheeraj Sharma
AU  - McDaniel Carl
TI  - MKTG: principles of marketing 
SN  - 9788131520345
U1  - 658.8 
PY  - 2016///
CY  - Delhi
PB  - Cengage Leaning India
KW  - Marketing
N1  - 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
N2  - 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
ER  -