Nelson Higher Education

Higher Education


MKTG, 13th Edition

  • includes MindTap, 1 term Printed Access Card
  • Charles W. Lamb
  • Joe F. Hair
  • Carl McDaniel
  • ISBN-10: 0357127803
  • ISBN-13: 9780357127803
  • 448 Pages | Paperback
  • Previous Editions: 2019, 2018, 2017
  • COPYRIGHT: 2021 Published
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About the Product

MKTG 13 with MindTap brings marketing fundamentals to life by showing students how they’re applied at the world’s top companies every day, all at an affordable price. MKTG combines an engaging paperback textbook and digital solution, MindTap. With MindTap and you, students begin to think and act like marketers as they’re held accountable for course material and are challenged to then apply it. MindTap gives you complete control of your course -- to personalize content, to challenge every individual, and to build student confidence.


  • The focus of the book remains unchanged. It is based on extensive input from students and faculty who have told us what they want and what they don’t want in an introductory marketing text.

  • Students understand MKTG and have given the book top ratings for 13 years in a row. The features that have elicited rave reviews remain in this edition of the text.

  • Through ongoing research into students’ workflows and preferences, MKTG from 4LTR Press offers multiple options including an easy-reference textbook, and innovative online experience, MindTap, — all at an affordable price. MindTap enables students to access course materials, assignments, and study tools anytime!

  • 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.

  • To match the updated and high-quality standards of MKTG’s content, MindTap is redesigned with new turn-key, auto-gradable activities to meet today’s student’s needs. Each engaging activity provides feedback and direct eBook links, ensuring performance as they go.

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

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.
6. Consumer Decision Making.
7. Business Marketing.
8. Segmenting and Targeting Markets.
9. Marketing Research.
10. Product Concepts.
11. Developing and Managing Products.
12.Services and Nonprofit Organization Marketing.
13. Supply Chain Management and Marketing Channels.
14. Retailing.
15. Marketing Communications.
16. Advertising, Public Relations, and Sales Promotion.
17. Personal Selling and Sales Management.
18. Social Media and Marketing.
19. Pricing Concepts.
Student/Instructor Review Cards.

New to this edition

  • Impact of artificial intelligence on ethical decision making.
  • The notion of “greenwashing” by some firms in their green marketing campaigns.
  • We discuss that firms now operate in an environment that is becoming more demographically diverse, with customer needs and expectations more individualized, and the requirements of ethnic groups more distinct. Individual demands such as convenience and personalization along with environmental concerns and social connections have come to the forefront. We explain how firms are meeting these challenges.
  • Major update on why nations trade and a discussion of absolute and comparative advantage.
  • New section on the use of tariffs in the current trade wars.
  • New section on the US-Mexico-Canada trade agreement (USMCA).
  • New material on Brexit and the E.U.
  • Expanded discussion of the latest types of marketing research
  • New section on the consumer mindset, local or global, in price sensitivity.
  • New section on the use of artificial intelligence in dynamic pricing.
  • New discussion on clarifying the math of multiple discounts for consumers.
  • This edition of MKTG provides new and updated photos, boxed items and examples using brands and companies that are familiar to students.
  • Statistics are updated and more information on big data and marketing analytics is provided both throughout the text and in a new appendix.


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: 0357127854 | ISBN-13: 9780357127858)

Everything you need for your course in one place! This collection of product-specific lecture and class tools is available online via the instructor resource center at Access and download materials such as PowerPoint® presentations, images, the instructor's manual, and more.

Cengage Testing, powered by Cognero® Instant Access  (ISBN-10: 0357127870 | ISBN-13: 9780357127872)

Cengage 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.