Mktg : A South-Asian Perspective /
Charles W Lamb, Joseph F Hair, Dheeraj Sharma ,Carl McDaniel, Jr.
- New Delhi : Cengage Learning, 2012.
- xviii, 671 p. : ill. ; 28 cm.
pt. 1. The World of Marketing -- 1. An overview of marketing -- 2. Strategic planning for competitive advantage -- 3. Social responsibility, ethics, and the marketing environment -- 4. Developing a global vision -- -- pt. 2. Analyzing Marketing Opportunities -- 5. Consumer decision making -- 6. Business marketing -- 7. Segmenting and targeting markets -- 8. Decision support systems and marketing research -- -- pt. 3. Product Decisions -- 9. Product concepts -- 10. Developing and managing products -- 11. Services and nonprofit organization marketing -- -- pt. 4. Distribution Decisions -- 12. Marketing channels and supply chain management -- 13. Retailing -- -- pt. 5. Promotion Decisions -- 14. Integrated Marketing Communication -- 15. Advertising and public relations -- 16. Sales promotion and personal selling -- -- pt. 6. Pricing Decisions -- 17. Pricing concepts -- 18. Setting the right price -- -- pt. 7. Technology-Driven Marketing -- 19. Customer relationship management (CRM).