Authors: Charles W. Lamb, Joseph F. Hair, Carl McDaniel
ISBN-13: 9780324656206, ISBN-10: 0324656203
Format: Paperback
Publisher: Cengage Learning
Date Published: January 2008
Edition: 6th Edition
Charles W. Lamb has authored or coauthored more than a dozen books and anthologies on marketing topics and over 150 articles that have appeared in academic journals and conference proceedings. In 1997, he was awarded the prestigious Chancellors Award for Distinguished Research and Creative Activity at TCU. This is the highest honor that the university bestows on its faculty. Other key honors he has received include the M.J. Neeley School of Business Research Award, selection as a Distinguished Fellow of the Academy of Marketing Science and a Fellow of the Southwestern Marketing Association.
Joseph F. Hair is a member of the American Marketing Association, Academy of Marketing Science, Southern Marketing Association and Southwestern Marketing Association. He has authored 30 books, monographs, and cases, and over 60 articles in scholarly journals. He serves on the editorial review boards of several journals and was the 2004 recipient of the Academy of Marketing Science Excellence in Teaching Award. Hair serves as a consultant to many businesses.
Carl McDaniel is a professor of marketing at the University of Texas-Arlington, and currently holds courses for the executive MBA program on campus and in China. He was chairman of the marketing department at UTA for thirty-two years. He is the recipient of several awards for outstanding teaching. McDaniel also has been a District Sales Manager for Southwestern Bell Telephone Company and served as a board member of the North Texas Higher Education Authority. He is a member of the American Marketing Association, the Academy of Marketing Science, and the Society for Marketing Advances.
Emphasizing the analysis of marketing opportunities, product and distribution decisions, and promotion and pricing, this textbook covers the basics of marketing and illustrates major concepts with real-world examples. The authors (professors of marketing and entrepreneurship at Texas Christian University, Louisiana State University, and the University of Texas at Arlington) also discuss ethics, social responsibility, and globalization. Annotation ©2004 Book News, Inc., Portland, OR
Preface | xvii | |
Part 1 | The World of Marketing | 1 |
1 | An Overview of Marketing | 4 |
2 | Ethics, Social Responsibility, and the Marketing Environment | 28 |
3 | Developing a Global Vision | 64 |
Part 1 Closing | 104 | |
Part 2 | Analyzing Marketing Opportunities | 109 |
4 | Consumer Decision Making | 112 |
5 | Business Marketing | 156 |
6 | Segmenting and Targeting Markets | 184 |
7 | Decision Support Systems and Marketing Research | 216 |
Part 2 Closing | 254 | |
Part 3 | Product and Distribution Decisions | 259 |
8 | Product and Services Concepts | 262 |
9 | Developing and Managing Products | 288 |
10 | Marketing Channels and Supply Chain Management | 313 |
11 | Retailing | 352 |
Part 3 Closing | 394 | |
Part 4 | Promotion and Pricing Decisions | 399 |
12 | Marketing Communications and Personal Selling | 402 |
13 | Advertising and Public Relations | 446 |
14 | Internet Marketing | 488 |
15 | Pricing Concepts | 490 |
Part 4 Closing | 522 | |
Careers Appendix | 528 | |
Glossary | 530 | |
Endnotes | 542 | |
Bibliographies | 554 | |
Subject/Company Index | 556 | |
Internet Index | 569 |