Nelson Higher Education

Higher Education

MKTG, 0th Edition

  • with Printed Access Card (6-Months) for MindTap
  • Charles W. Lamb
  • Joe F. Hair
  • Carl McDaniel
  • Harish Kapoor
  • Janice Shearer
  • Marc Boivin
  • Richard Appleby
  • ISBN-10: 0176622063
  • ISBN-13: 9780176622060
  • 0 Pages | Best Buy Package
  • COPYRIGHT: 2016 Published
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About the Product

The number-one-selling Principles of Marketing text is back in a new edition. In use at more than 30 universities and colleges across Canada, MKTG has led the way in student engagement. Building on that success and informed with feedback from students and faculty, MKTG, Third Canadian Edition—or MKTG3—will reach new heights for engagement, currency, accessibility, and value. New part cases have been added to give students even more opportunity to apply course concepts. MKTG3 emphasizes customer needs and the customer relationship and is organized in a new way to give the text a more logical progression. The examples and cases throughout the text have been thoroughly updated with increased emphasis on Canadian business. Created using a “student-driven, faculty-approved” review process with students and faculty, MKTG3 is an engaging and accessible solution to accommodate the diverse lifestyles of today’s learners at a value-based price.


  • MKTG3 is the culmination of over 7 years of market research with more than 300 marketing students from 31 different institutions across Canada. Ninety percent of students participating in these focus groups said they are more likely to read MKTG over a competing text.

  • Engaging layout. The hallmark of MKTG is visually engaging design implemented with pedagogic sensibilities. Photos and graphics help the text come alive for visual learners and enrich the presentation of the material. Headers are easy to follow, allowing students to identify quickly the main concepts in the chapter and how they relate to one another.

  • Chapter review card for each chapter. Twenty detachable cards each contain all the pertinent review information from the corresponding chapter. Terms, definitions, section summaries, and important diagrams are all on one card per chapter for students to use as prompts as they study for the course.

  • Cases and exercises found in the MindTap learning path allow students to apply chapter concepts to business situations.

  • MindTap for MKTG3 includes videos with assignments that engage students with relevant examples and the opportunity to relate those examples themselves with chapter content.

  • The marketing math tutorials included in MindTap help students with the ratios and relationships found in some of the topics of a principles of marketing course.


Provides students with pertinent marketing theory and information in just the right quantity and detail so they understand, but not so much they get overwhelmed.
— Jill Hiscock, NSCC Kingstec

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.

Harish Kapoor

Harish Kapoor is an Assistant Professor of Marketing at Fred C. Manning School of Business, Acadia University, Wolfville, Nova Scotia. He holds an MBA from India and an MMS, PhD (Marketing), from Carleton University. He has presented and published his research in leading conference proceedings in Canada, US, Asia, and Europe such as,Administrative Sciences Association of Canada (ASAC), European Marketing Academy, Association for Consumer Research (Asia-Pacific), American Marketing Association, Society for Marketing Advancements, and the Journal of Hospital Marketing. Kapoor was a winner of the best paper award in marketing division, ASAC 2005. His professional experience includes management consulting, marketing research, and product management positions at leading business organizations in Canada, India, and the USA. Also, he has taught various marketing courses at Carleton University, Florida Atlantic University, New Mexico State University, and as a guest lecturer at IMT, Ghaziabad, India.

Janice Shearer

Janice Shearer was a faculty member in the School of Business at Mohawk College for over 25 years. Her teaching interests included promotion, introductory marketing and marketing management. There, she was a coordinator in the business administration program and most recently the coordinator of the financial services program. She was a member of the Mohawk College Council and co-chair of the 2009 Ontario Colleges Marketing Competition. Shearer is an award winning professor, having won the Mohawk College Student Association Faculty Award for Business and the President’s Award for Excellence. While on sabbatical from Mohawk College in early 2000, Shearer worked in the advertising industry and, in 2010, completed a sabbatical working for an international organization in the nonprofit sector. Shearer is currently on an extended break from teaching, raising money and awareness for a new research facility at McMaster University. As an instructor, she has reviewed and contributed to a number of textbooks in introductory marketing, promotion and advertising for various publishers. Shearer has sat on a number of nonprofit boards, providing strategic planning and marketing/promotion assistance, particularly in the area of fundraising. She has completed 13 marathons and hopes to complete one more before hanging up her shoes from long-distance running for good.

Marc Boivin

Marc Boivin is the Area Chair for Marketing and Entrepreneurship at the Haskayne School of Business at the University of Calgary. He has been an instructor in the marketing department at Haskayne since 2005. He coordinates and teaches the Marketing Principles course, in addition to teaching senior marketing electives in marketing strategy and business-to-business marketing. Boivin received his bachelor of commerce degree in marketing from the University of Calgary and has an MBA in strategy from McGill University. His work experience includes international trade, new product development, marketing research, nonprofit consulting, strategy consulting, and academic research and writing. He has worked in Taiwan, Switzerland, and Canada. When not working or writing textbooks, Boivin enjoys spending time with his wonderful wife and two amazing daughters.

Richard Appleby

Rick holds a B.Sc., B.Ed., MBA and FICB designation. Rick has been actively involved in several small businesses as either owner or major shareholder/owner in which he was the key person responsible for the marketing and customer relations management [both B2C and B2B] of the companies for over 25 years. Roles involved the areas of professional sales, promotional materials development and design, campaign strategy, planning and execution, training, and B2B customer services management. Early demand in the 1990’s in the Okanagan for area professional research services lead Rick into establishing R. Appleby and Associates to serve the needs of the community both business, associations, and various levels of government. This also aided in facilitating the employment of business and other university/college students seeking to further their interests and understanding of Marketing Research. Rick is currently heading up a new venture team on development of a corporation focused upon an alternative green energy source. Rick was hired as a major change-agent as to the new role marketing was to take during the reorganization of the Bank of Montreal into three corporate divisions in Canada in the mid 1980’s. As Manager of Management and Marketing Training for Western Canada, Rick took on the role of planning and developing the marketing knowledge and skills of senior managers with in the Western Region for areas such as Professional Selling, Marketing, and Senior Management Development. In addition, being the sole person licensed for specific marketing and management training programs, he also had a major role involving some key management skill & knowledge areas in such as Negotiations, and Problem Solving and Decision Making throughout the corporation.

Table of Contents

Part One: Marketing—Let’s Get Started
Chapter 1: An Introduction to Marketing
Chapter 2: The Marketing Environment, Social Responsibility, and Ethics
Chapter 3: Strategic Planning for Competitive Advantage
Chapter 4: Developing a Global Vision
Marketing—Let’s Get Started: Part 1 Case
Part Two: Analyzing Marketing Opportunities
Chapter 5:Marketing Research
Chapter 6: Consumer Decision Making
Chapter 7: Business Marketing
Chapter 8: Segmenting, Targeting, and Positioning
Analyzing Marketing Opportunities: Part 2 Case
Part Three: Product Decisions
Chapter 9: Product Concepts
Chapter 10: Developing and Managing Products
Chapter 11: Services and Nonprofit Organization Marketing
Product Decisions: Part 3 Case
Part Four: Pricing Decisions
Chapter 12: Setting the Right Price
Appendix: Marketing Math
Pricing Decisions: Part 4 Case
Part Five: Distribution Decisions
Chapter 13: Marketing Channels and Supply Chain Management
Chapter 14: Retailing
Distribution Decisions: Part 5 Case
Part Six: Promotion Decisions
Chapter 15: Marketing Communication
Chapter 16: Advertising, Public Relations, and Direct Response
Chapter 17: Sales Promotion and Personal Selling
Chapter 18: Social Media and Promotion

New to this edition

  • Improved digital learning experience with MindTap. Students stay organized and efficient with MindTap—a single destination with all the course material and study aids students will need to succeed. Built-in apps leverage social media and the latest learning technology to help students succeed.
  • Updates and new examples feature companies like Bell, Molson, SAP, HootSuite, McCain Foods, and Ikea. This edition uses pertinent examples relate chapter concepts to students and the business world.
  • New part cases appear in the text. These new cases will give students the opportunity to apply concepts from the different chapters in each part and explore the relationships between them.
  • New content on social media, retailing, pricing, CRM, and a brand-new introduction to marketing chapter.


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 Resources for Lamb, MKTG, Third Canadian Edition  (ISBN-10: 0176593942 | ISBN-13: 9780176593940)
DVD for Lamb, MKTG, Third Canadian Edition  (ISBN-10: 0176582770 | ISBN-13: 9780176582777)

Student Supplements

MindTap Instant Access (12 Months/Multi Term) for Lamb's MKTG  (ISBN-10: 0176682295 | ISBN-13: 9780176682293)

MindTap® provides you with the tools you need to manage your time better. You can complete assignments whenever and wherever with course material customized and streamlined for you by your instructor in a proven and easy-to-use interface. Relevant, engaging material keeps you connected to your course and course analytics by providing timely feedback showing you where you stand at all times—both individually and compared with the highest performers in class. With a wide array of course specific tools and apps – from an interactive eBook to note taking capabilities and flashcards, you can feel confident that MindTap is a worthwhile and valuable investment in your education. Please note - A Course Registration URL or Course Key is required from your Instructor to use MindTap.