Nelson Higher Education

Higher Education

MKTG, 10th Edition

  • includes MKTG Online, 1 term (6 months) Printed Access Card
  • Charles W. Lamb
  • Joe F. Hair
  • Carl McDaniel
  • ISBN-10: 130563182X
  • ISBN-13: 9781305631823
  • 416 Pages | Paperback
  • Previous Editions: 2016, 2015, 2014
  • COPYRIGHT: 2017 Published
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Overview

About the Product

Through ongoing research into students’ workflows and preferences, MKTG from 4LTR Press combines an easy-reference, paperback textbook with Chapter Review Cards, and an innovative online experience – all at an affordable price. New for this edition, students explore MKTG anywhere, anytime, and on most devices with MKTG Online! With the intuitive StudyBits™ functionality, students study more effectively and can visually monitor their own progress. Coupled with straightforward course management, assessment, and analytics for instructors, MKTG with MKTG Online engages students of all generations and learning styles, and integrates seamlessly into your Principles of Marketing course. MKTG features updated statistics and examples throughout the traditional text and includes a boosted collection of online assessment content within the Online experience. Each chapter has added a Drag and Drop, Fill-in-the-Blank Problem and Matching question.

Features

  • Every 4LTR Press solution comes complete with an engaging print textbook, tear-out review cards, an interactive digital solution, which offers study tools and the full text narrative, all delivered and influenced by a deep understanding of student’s workflow and learning styles. Available as print with online, print only, or online only, students have their choice of format all at the same affordable price.

  • Shorter, comprehensive chapters in a modern design present content in a more engaging and accessible format that increases the number of students who read the chapter without minimizing coverage for your course.

  • Tear-Out Review Cards at the back of the Student Editions provide students a portable study tool containing all of the pertinent information for class and test preparation.

Reviews

"The online help was great. The games made it so it wasn't boring and I retained more of the information."
— Tiffany Llewellyn, Lakeland Community College

About the Author

Charles W. Lamb

Charles W. Lamb, Jr., served as chair of the department of marketing at the M. J. Neeley School of Business from 1982 to 1988 and again from 1997 to 2003. He also served as chair of the Department of Information Systems and Supply Chain Management and is a former president of the Academy of Marketing Science and the Southwestern Marketing Association. Lamb has authored or co-authored more than a 30 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 Chancellor’s 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 and selection as a Distinguished Fellow of the Academy of Marketing Science and Fellow of the Southwestern Marketing Association.

Joe F. Hair

Joseph Hair is Distinguished Professor of Marketing and Director of the Ph.D. in Business Administration Program at University of South Alabama. Immediately prior to joining the University of South Alabama Joe was the Founder and Director of the Kennesaw State University DBA program. He previously held the Alvin C. Copeland Endowed Chair of Franchising and was Director, Entrepreneurship Institute, Louisiana State University. Hair also held the Phil B. Hardin Chair of Marketing at the University of Mississippi. He has taught graduate and undergraduate marketing, sales management, and marketing research courses. Hair has authored more than 40 books and more than 80 articles in scholarly journals. He has also participated on many university committees and has chaired numerous departmental task forces. He serves on the editorial review boards of several journals. He is a member of the Academy of Marketing Science, American Marketing Association, Society for Marketing Advances, and Association for Marketing and Healthcare Research. He was selected as the 2011 AMS CUTCO/VECTOR Distinguished Marketing Educator, as the 2007 Innovative Marketer of the Year by the Marketing Management Association, and was the 2004 recipient of the Academy of Marketing Science Excellence in Teaching Award. Hair holds a bachelor’s degree in economics, a master’s degree in marketing, and a doctorate in marketing, all from the University of Florida. He also serves as a marketing consultant to businesses in a variety of industries ranging from food and retail to financial services, health care, electronics, and the U.S. Departments of Agriculture and Interior.

Carl McDaniel

Carl McDaniel is professor emeritus at the University of Texas–Arlington. He was the chairman of the marketing department at UTA for 32 years. McDaniel’s career spanned more than 40 years, during which he was the recipient of several awards for outstanding teaching. McDaniel has also been a district sales manager for Southwestern Bell Telephone Company and served as a board member of the North Texas Higher Education Authority, a billion-dollar financial institution. In addition to MKTG, McDaniel has written and co-authored over 90 textbooks in marketing and business. McDaniel’s research has appeared in such publications as the Journal of Marketing, Journal of Business Research, Journal of the Academy of Marketing Science, and California Management Review. McDaniel is a member of the American Marketing Association. In addition to his academic experience, McDaniel has business experience as the co-owner of a marketing research firm. McDaniel has also served as senior consultant to the International Trade Centre (ITC), Geneva, Switzerland. The ITC’s mission is to help developing nations increase their exports. He has a bachelor’s degree from the University of Arkansas and his master’s degree and doctorate from Arizona State University.

Table of Contents

PART I: THE WORLD OF MARKETING.
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.
PART II: ANALYZING MARKET OPPORTUNITIES.
6. Consumer Decision Making.
7. Business Marketing.
8. Segmenting and Targeting Markets.
9. Marketing Research.
PART III: PRODUCT DECISIONS.
10. Product Concepts.
11. Developing and Managing Products.
12. Services and Nonprofit Organization Marketing.
PART IV: DISTRIBUTION DECISIONS.
13. Supply Chain Management and Marketing Channels.
14. Retailing.
PART V: PROMOTION AND COMMUNICATION STRATEGIES.
15. Marketing Comunications.
16. Advertising, Public Relations and Sales Promotion.
17. Personal Selling and Sales Management.
18. Social Media and Marketing.
PART VI: PRICING DECISIONS.
19. Pricing Concepts.

New to this edition

  • NEW 4LTR PRESS ONLINE: Created through a deep investigation of students' challenges and workflows both broadly and in Principles of Marketing, MKTG Online enables students to study how and when they want−including on their devices! The chapter highlight boxes offer students a chance to view broad introductions to specific concepts and topics that are discussed in more detail within the text. With the unique StudyBits™ functionality, students easily collect notes and create StudyBits™ from interactive content to collect what’s important. With intuitive tagging and filtering options, they maximize their study efforts as they make and review flashcards, take practice quizzes, view related content and track their progress all in one place! Coupled with straightforward course management, assessment, and analytics for instructors, MKTG with MKTG Online engages students of all generations and learning styles, and integrates seamlessly into your Principles of Marketing course.

Supplements

All supplements have been updated in coordination with the Main title.
Please see Main title page for new to this edition information.

Instructor Supplements

Instructor's Companion Website  (ISBN-10: 1305871243 | ISBN-13: 9781305871243)

Everything you need for your course in one place! This collection of book-specific lecture and class tools is available online via www.cengage.com/login. Access and download PowerPoint presentations, images, instructor’s manual, and more.

Cengage Testing, powered by Cognero® Instant Access  (ISBN-10: 1305667093 | ISBN-13: 9781305667099)

Cengage Learning Testing Powered by Cognero® is a flexible, online system that allows you to: import, edit, and manipulate content from the text's test bank or elsewhere, including your own favorite test questions; create multiple test versions in an instant; and deliver tests from your LMS, your classroom, or wherever you want. Every question has undergone a series of accuracy checks and anti-piracy reviews, as well as a multi-point inspection to remove weak question options (e.g. all answers are correct), sharpen ambiguous questions, and ensure balanced coverage of major course concepts, difficulty levels, and Bloom’s Taxonomy. The test bank questions form the basis for the assessments in the MKTG Online product, and are different from the Practice Quizzes available for students.

MKTG Online, 1 term (6 months) Instant Access  (ISBN-10: 1305631951 | ISBN-13: 9781305631953)

MKTG Online allows students to study how and when they want. MKTG Online allows easy exploration of the content anywhere – including on a smartphone! Using the innovative StudyBoard, students can collect notes and StudyBits throughout the product and can leverage a series of tags and filters to organize and personalize their study time.

LMS Integrated for MKTG Online, 1 term (6 months) Instant Access  (ISBN-10: 1305869176 | ISBN-13: 9781305869172)

Cengage Learning has partnered with leading LMS providers to deliver seamless access to our premier learning solutions from the environment that is most comfortable and familiar to you and your students. This allows students get up and running quickly and for you to enhance and customize your course with learning activities that will elevate thinking and improve course outcomes.

Student Supplements

MKTG Online, 1 term (6 months) Instant Access  (ISBN-10: 1305631951 | ISBN-13: 9781305631953)

Learn YOUR Way with MKTG 10! MKTG Online allows easy exploration of MKTG anywhere, anytime - including on your device! Collect your notes and create StudyBits™ from interactive content as you go to remember what’s important. Then, either use preset study resources, or personalize the product through easy-to-use tags and filters to prioritize your study time. Make and review flashcards, review related content, and track your progress with Concept Tracker, all in one place and at an affordable price!

LMS Integrated for MKTG Online, 1 term (6 months) Instant Access  (ISBN-10: 1305869176 | ISBN-13: 9781305869172)

Cengage Learning provides Learning Management System (LMS) integration with its MindLinks service. This service is designed to deliver an optimal user experience for you through the learning management system (LMS) you already use. We've made it easier for you to complete your coursework all through a single-sign-on environment to your LMS.

Cengage Learning Write Experience 2.0 Powered by MyAccess, 1 term (6 months) Instant Access  (ISBN-10: 1337289213 | ISBN-13: 9781337289214)

Cengage Learning's Write Experience helps you improve your written and critical thinking skills through real-time guidance, in your native language, as you write. After submitting your assignment, Write Experience not only scores your writing instantly, it provides detailed revision goals and instant feedback to spur constant improvement on your writing assignments as well as help you improve overall writing skills. Access to this product is valid for 6 months after initial log-in.

LMS Integrated for Cengage Learning Write Experience 2.0 Powered by MyAccess, 1 term (6 months) Instant Access  (ISBN-10: 1337289264 | ISBN-13: 9781337289269)