Nelson Higher Education

Higher Education

MKTG 8, 8th Edition

  • Includes CourseMate Printed Access Card.
  • Charles W. Lamb
  • Joe F. Hair
  • Carl McDaniel
  • ISBN-10: 1285432622
  • ISBN-13: 9781285432625
  • 432 Pages | Paperback
  • Previous Editions: 2014, 2013, 2012
  • COPYRIGHT: 2015 Published
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Overview

About the Product

Created by the continuous feedback of a "student-tested, faculty-approved" process, MKTG 8 delivers a visually appealing, succinct print component, tear-out review cards for students and instructors and a consistent online offering with Enhanced CourseMate that includes an eBook in addition to a set of interactive digital tools such as animated figures, video cases, games, career tools, timely blog on marketing concepts, and more - all at a value-based price and proven to increase retention and outcomes.

Features

  • Every 4LTPress solution comes complete with an engaging print textbook, tear-out review cards, an interactive digital solution (CourseMate), and an eBook all of which were directly influenced from student focus groups, surveys, and interviews.

  • Shorter, comprehensive chapters in a modern design present content in a more engaging and accessible format without minimizing coverage for your course.

  • Focus on customer relationship management throughout the text. Social Media and Marketing is now prominently featured in Part Five: Promotion.

  • Video Cases with Questions provide assessments to students as they are viewing end of chapter videos cases.

  • Career Transitions, available within CourseMate, provides an "online career center" environment, to assist students with job seeking tools and resources.

  • KnowNOW! Blog, available within CourseMate, is a timely blog on marketing concepts bringing news that is making a difference into your course with discipline-specific online pages and applications.

  • 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 preparation.

  • Instructor Prep Cards at the back of the Instructor's Edition make preparation simple with detachable cards for each chapter, offering a quick map of chapter content, a list of corresponding PowerPoint and video resources, additional examples, and suggested assignments and discussion questions to help you organize chapter content efficiently.

  • MKTG 8 implements an updated numbering system that allows professors to easily assign student readings without using page numbers--making it easier for students to access their textbook on the device of their choice.

  • Every 4LTPress solution comes with CourseMate, the interactive digital component that offers a full suite of unique learning tools that appeal to different learning styles. An eBook, along with interactive digital tools such as animated figures, video cases, games, career tools, timely blog on marketing concepts, and more are only a click away.

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.
14. Marketing Channels and Retailing.
Part V: PROMOTION AND COMMUNICATION STRATEGIES.
15. Marketing Communications.
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.
20. Setting the Right Price.

New to this edition

  • NEW EXAMPLES: MKTG8 contains a number of new examples--pulling from both large companies that students will be familiar with and from small local businesses--to show students how marketing affects consumers on a local, national, and global level. New boxes found throughout MKTG8 examine Teva's Unfollow integrated marketing campaign, the top ten new franchises of 2013, the Dine Out Vancouver food festival, cutting edge packaging technology, America's top spenders on Spanish-language media, Home Depot's embrace of dynamic pricing, and much more.
  • NEW COMPANIES: New companies are integrated into the running text, featuring strategic decisions by notable businesses such as H&R Block, John Deere, Reddit, Ford, Major League Baseball, Zillow, and Samsung.
  • NEW CONTENT: MKTG8 has new information throughout the text. Some examples of new information include: two new sections and learning outcomes (3); new data on behavioral profiling and mobile tracking (6); new text and examples on social media monitoring, big data, virtual shopping, and mobile research (9); a new section on crowdsourcing (11); new information on mending supplier relationships, supply management, and inventory management, and six new key terms (13); a new section on selling in the technology age (17); and new text on shopping bots and the psychology of shopping (19).
  • NEW EXHIBIT NUMBERING SYSTEM: MKTG8 implements an updated exhibit numbering system that allows professors to easily reference figures and tables without using page numbers--making it easier for students to access MKTG8 on the digital devices of their choice.

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

DVD Video Company Clips  (ISBN-10: 128509302X | ISBN-13: 9781285093024)

Videos have been selected to support parts of the book and to deepen students' understanding of the business communication concepts presented throughout the text.

Cengage Testing, powered by Cognero® Instant Access  (ISBN-10: 1305394194 | ISBN-13: 9781305394193)
CourseMate with Career Transitions 2.0, 1 term (6 months) Instant Access  (ISBN-10: 1285432665 | ISBN-13: 9781285432663)

Cengage Learning's MKTG 8 CourseMate brings course concepts to life with interactive learning, study, and exam preparation tools that support the printed textbook. Watch student comprehension soar as your class works with the printed textbook and the textbook-specific website. MKTG CourseMate 8 goes beyond the book to deliver what you need! MKTG 8 CourseMate includes: an interactive eBook and interactive teaching and learning tools including: Quizzes, Flashcards, Animated figures, Video Cases, Games, Career Tools, Timely blog on marketing concepts, Engagement Tracker, a first-of-its-kind tool that monitors student engagement in the course and more.

MindLink for CourseMate, 1 term (6 months) Printed Access Card  (ISBN-10: 1305092457 | ISBN-13: 9781305092457)

Cengage Learning's MKTG 8 CourseMate brings course concepts to life with interactive learning, study, and exam preparation tools that support the printed textbook. Watch student comprehension soar as your class works with the printed textbook and the textbook-specific website. MKTG CourseMate 8 goes beyond the book to deliver what you need! MKTG 8 CourseMate includes: an interactive eBook and interactive teaching and learning tools including: Quizzes, Flashcards, Animated figures, Video Cases, Games, Career Tools, Timely blog on marketing concepts, Engagement Tracker, a first-of-its-kind tool that monitors student engagement in the course and more.

General MindLink for CourseMate, 1 term (6 months) Instant Access  (ISBN-10: 1285755367 | ISBN-13: 9781285755366)

Student Supplements

CourseMate with Career Transitions 2.0, 1 term (6 months) Instant Access  (ISBN-10: 1285432665 | ISBN-13: 9781285432663)

The more you study, the better the results. Make the most of your study time by accessing everything you need to succeed in one place. MKTG's CourseMate includes: An interactive eBook with highlighting, note taking and an interactive glossary and Interactive learning tools, including: Quizzes, Flashcards, Animated figures, Video Cases, Games, Career Tools, Timely blog on marketing concepts, and more.

MindLink for CourseMate, 1 term (6 months) Printed Access Card  (ISBN-10: 1305092457 | ISBN-13: 9781305092457)

The more you study, the better the results. Make the most of your study time by accessing everything you need to succeed in one place. MKTG's CourseMate includes: An interactive eBook with highlighting, note taking and an interactive glossary and Interactive learning tools, including: Quizzes, Flashcards, Animated figures, Video Cases, Games, Career Tools, Timely blog on marketing concepts, and more.

General MindLink for CourseMate, 1 term (6 months) Instant Access  (ISBN-10: 1285755367 | ISBN-13: 9781285755366)