Essentials of Marketing 7th Edition by Charles Lamb, Joe Hair, Carl McDaniel – Ebook PDF Instant Download/Delivery: 1133457879 , 9781133457879
Full download Essentials of Marketing 7th edition after payment
Product details:
ISBN 10: 1133457879
ISBN 13: 9781133457879
Author: Charles Lamb, Joe Hair, Carl McDaniel
Help your students achieve marketing success by delivering the best up-to-the-minute coverage of key marketing topics available in this complete, yet brief, latest edition of ESSENTIALS OF MARKETING by award-winning instructors and leading authors Lamb/Hair/McDaniel. ESSENTIALS OF MARKETING, 7E uses a fresh, streamlined design to focus on captivating examples and innovative applications that ensure students not only understand marketing concepts, but also know how to effectively apply them to real-world practice. This edition now visually illustrates key marketing concepts and showcases the customer experience with an engaging writing style punctuated by the most recent marketing statistics and figures. A new appendix and exercises emphasize building a professional marketing plan with an integrated internet focus to further prepare students for success. This book’s concise 15-chapter format offers unequaled flexibility to make this course your own with outside projects and readings, while still providing the comprehensive coverage students need. Powerful teaching and learning tools form part of the book’s hallmark Integrated Learning System organized around the book’s learning objectives. All-new videos produced specifically for this edition feature fascinating stories of marketing success, while a myriad of exceptional online and in-book tools answer the needs of a variety of learning and teaching styles. ESSENTIALS OF MARKETING, 7E’s lively coverage and broad-based appeal is designed to create a learning experience that leaves your students saying, “”Now that’s marketing!””
Essentials of Marketing 7th Table of contents:
Pt 1: The World of Marketing
Ch 1: An Overview of Marketing
LO 1: What is Marketing?
LO 2: Marketing Management Philosophies
LO 3: Differences Between Sales and Market Orientations
LO 4: Why Study Marketing?
Review and Applications
Key Terms
Exercises
Case Study: Harmonix
Company Clips
Career Appendix
Ch 2: Strategic Planning for Competitive Advantage
LO 1: The Nature of Strategic Planning
LO 2: Defining the Business Mission
LO 3: Conducting a Situation Analysis
LO 4: Setting Marketing Plan Objectives
LO 5: Competitive Advantage
LO 6: Strategic Directions
LO 7: Describing the Target Market
LO 8: The Marketing Mix
LO 9: Following Up on the Marketing Plan
LO 10: Effective Strategic Planning
Review and Applications
Key Terms
Exercises
Case Study: Disney
Company Clips
Marketing Plan Outline: Appendix I
The E-Motion Software Marketing Plan: Appendix II
Ch 3: Ethics and Social Responsibility
LO 1: Determinants of a Civil Society
LO 2: The Concept of Ethical Behavior
LO 3: Ethical Behavior in Business
LO 4: Corporate Social Responsibility
LO 5: Arguments Against and for Corporate Social Responsibility (CSR)
LO 6: Cause-Related Marketing
Review and Applications
Key Terms
Exercises
Case Study: (Product) RED
Company Clips
Ch 4: The Marketing Environment
LO 1: The External Marketing Environment
LO 2: Social Factors
LO 3: Demographic Factors
LO 4: Growing Ethnic Markets
LO 5: Economic Factors
LO 6: Technological Factors
LO 7: Political and Legal Factors
LO 8: Competitive Factors
Review and Applications
Key Terms
Exercises
Case Study: Starbucks
Company Clips
Ch 5: Developing a Global Vision
LO 1: Rewards of Global Marketing
LO 2: Multinational Firms
LO 3: External Environment Facing Global Marketers
LO 4: Global Marketing by the Individual Firm
LO 5: The Global Marketing Mix
LO 6: The Impact of the Internet
Review and Applications
Key Terms
Exercises
Case Study: NFL International Series
Company Clips
Pt 2: Analyzing Marketing Opportunities
Ch 6: Consumer Decision Making
LO 1: The Importance of Understanding Consumer Behavior
LO 2: The Consumer Decision-Making Process
LO 3: Postpurchase Behavior
LO 4: Types of Consumer Buying Decisions and Consumer Involvement
LO 5: Cultural Influences on Consumer Buying Decisions
LO 6: Social Influences on Consumer Buying Decisions
LO 7: Individual Influences on Consumer Buying Decisions
LO 8: Psychological Influences on Consumer Buying Decisions
Review and Applications
Key Terms
Exercises
Case Study: Ethel’s Chocolate Lounges
Company Clips
Ch 7: Business Marketing
LO 1: What is Business Marketing?
LO 2: Business Marketing on the Internet
LO 3: Relationship Marketing and Strategic Alliances
LO 4: Major Categories of Business Customers
LO 5: The North American Industry Classification System
LO 6: Business Versus Consumer Markets
LO 7: Types of Business Products
LO 8: Business Buying Behavior
Review and Applications
Key Terms
Exercises
Case Study: Camelbak
Company Clips
Ch 8: Segmenting and Targeting Markets
LO 1: Market Segmentation
LO 2: The Importance of Market Segmentation
LO 3: Criteria for Successful Segmentation
LO 4: Bases for Segmenting Consumer Markets
LO 5: Bases for Segmenting Business Markets
LO 6: Steps in Segmenting a Market
LO 7: Strategies for Selecting Target Markets
LO 8: One-to-One Marketing
LO 9: Positioning
Review and Applications
Key Terms
Exercises
Case Study: Coke Zero
Company Clips
Ch 9: Decision Support Systems and Marketing Research
LO 1: Marketing Decision Support Systems
LO 2: The Role of Marketing Research
LO 3: Steps in a Marketing Research Project
LO 4: The Profound Impact of the Internet on Marketing Research
LO 5: Scanner-Based Research
LO 6: Competitive Intelligence
Review and Applications
Key Terms
Exercises
Case Study: Red Lobster
Company Clips
Pt 3: Product and Distribution Decisions
Ch 10: Product Concepts
LO 1: What is a Product?
LO 2: Types of Consumer Products
LO 3: The Importance of Services
LO 4: How Services Differ From Goods
LO 5: Product Items, Lines, and Mixes
LO 6: Branding
LO 7: Packaging
LO 8: Global Issues in Branding and Packaging
LO 9: Product Warranties
Review and Applications
Key Terms
Exercises
Case Study: Terracycle
Company Clips
Ch 11: Developing and Managing Products
LO 1: The Importance of New Products
LO 2: The New-Product Development Process
LO 3: Why Some Products Succeed and Others Fail
LO 4: Global Issues in New-Product Development
LO 5: The Spread of New Products
LO 6: Product Life Cycles
Review and Applications
Key Terms
Exercises
Case Study: Nintendo
Company Clips
Ch 12: Marketing Channels and Supply Chain Management
LO 1: Marketing Channels
LO 2: Channel Intermediaries and their Functions
LO 3: Channel Structures
LO 4: Supply Chains and Supply Chain Management
LO 5: Making Channel Strategy Decisions
LO 6: Types of Channel Relationships
LO 7: The Logistics Function in the Supply Chain
LO 8: Trends in Supply Chain Management
LO 9: Managing Channel Relationships
LO 10: Channels and Distribution Decisions for Global Markets
LO 11: Channels and Distribution Decisions for Services
Review and Applications
Key Terms
Exercises
Case Study: Time Warner/Viacom
Company Clips
Ch 13: Retailing
LO 1: The Role of Retailing
LO 2: Classification of Retail Operations
LO 3: Major Types of Retail Operations
LO 4: Nonstore Retailing
LO 5: Franchising
LO 6: Retail Marketing Strategy
LO 7: New Developments in Retailing
Review and Applications
Key Terms
Exercises
Case Study: Nordstrom
Company Clips
Pt 4: Promotion and Pricing Decisions
Ch 14: Marketing Communications and Advertising
LO 1: The Role of Promotion in the Marketing Mix
LO 2: Marketing Communication
LO 3: The Goals of Promotion
LO 4: The Promotional Mix
LO 5: Promotional Goals and the AIDA Concept
LO 6: Integrated Marketing Communications
LO 7: Factors Affecting the Promotional Mix
LO 8: The Effects of Advertising
LO 9: Major Types of Advertising
LO 10: Creative Decisions in Advertising
LO 11: Media Decisions in Advertising
Review and Applications
Key Terms
Exercises
Case Study: HBO’s Blood Virus
Company Clips
Ch 15: Public Relations, Sales Promotion, and Personal Selling
LO 1: Public Relations
LO 2: Sales Promotion
LO 3: Tools for Consumer Sales Promotion
LO 4: Tools for Trade Sales Promotion
LO 5: Personal Selling
LO 6: Relationship Selling
LO 7: Steps in the Selling Process
Review and Applications
Key Terms
Exercises
Case Study: Ron Popeil
Company Clips
Ch 16: Pricing Concepts
LO 1: The Importance of Price
LO 2: Pricing Objectives
LO 3: The Demand Determinant of Price
LO 4: The Power of Yield Management Systems and Targeting Technology
LO 5: The Cost Determinant of Price
LO 6: Other Determinants of Price
LO 7: How to Set a Price on a Product or Service
LO 8: The Legality and Ethics of Price Strategy
Review and Applications
Key Terms
Exercises
Case Study: Apple iPhone
Company Clips
Glossary
Endnotes
Name, Company, and Brand Index
Subject Index
People also search for Essentials of Marketing 7th:
essentials of marketing research 7th edition pdf
essentials of marketing research 7th edition
essentials of marketing research 7th edition by babin
essentials of marketing jim blythe 7th edition
7 importance of marketing
Tags: Charles Lamb, Joe Hair, Carl McDaniel, Essentials of Marketing