Nelson Higher Education

Higher Education

MKTG, 4th Edition

  • with Printed Access Card (12 Months/Multi Term) for MindTap
  • Charles W. Lamb
  • Joe F. Hair
  • Carl McDaniel
  • Marc Boivin
  • David Gaudet
  • Janice Shearer
  • ISBN-10: 0176854800
  • ISBN-13: 9780176854805
  • 0 Pages | Best Buy Package
  • Previous Editions: 2019, 2016, 2013
  • COPYRIGHT: 2019 Published
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About the Product

MKTG 4CE provides Introduction to Marketing students with an interactive and engaging learning experience. The growth of this text over the last 10 years has been shaped by not only reviews from instructors teaching the course, but also focus groups with over 300 students from 31 institutions across Canada. This collective feedback has informed the development of this new edition, ensuring we are connected to what instructors and students need in today’s rapidly changing world. The engaging layout, where we consider the pedagogical value of photos, graphics, and white space, is one of the hallmarks that students consistently comment they like the most. A true hybrid solution, MindTap is automatically included with every new purchase. MindTap has been completely redesigned for this new edition. We not only combine all the student learning tools – readings, assessments, flashcards – but we have included interviews with Canadian professionals, a greater variety of videos, and in-line activities within the ebook that allow students to learn and apply as they move through the content. With MKTG 4CE, students not only learn the fundamentals of Marketing, they also develop their soft skills, better preparing them for their career!


  • An engaging layout is one of the hallmarks that instructors and students alike comment on. With pedagogical consideration to the use of photos, graphics, and white space, we have built a layout that allows students to be drawn into the content.

  • Chapter Review cards are available for every chapter. These are detachable from the text itself and provide a great study tool for students.

  • Canadian companies are featured throughout, providing students with real-life examples of what they are learning.

  • End of chapter questions and assignments are included within the ebook and provide feedback for students.

  • Offering personalized paths of dynamic assignments and applications, MindTap enables students to analyze and apply chapter concepts within relevant assignments, and allows instructors to measure skills and promote better outcomes with ease. A fully online learning solution, MindTap combines all student learning tools—readings, multimedia, activities, and assessments—into a single Learning Path that guides the student through the curriculum. Instructors personalize the experience by customizing the presentation of these learning tools to their students, even seamlessly introducing their own content into the Learning Path.

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.

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.

David Gaudet

Dave Gaudet is a course developer and business instructor at SAIT Polytechnic's School of Business, and coordinator in the school's "Marketing Essentials" course. He also teaches "Strategic Writing for PR and Marketing" through University of Calgary and has designed and delivered courses for Mount Royal University. He is a contributing author on four marketing textbooks in the US and Canada and provides consulting services to a variety of companies through his own marketing firm, Triceratops Brand Logic Inc. Gaudet graduated from SAIT Polytechnic, jumping into a broadcast/media career spanning 15 years in which he helped launch some of Canada's most successful radio stations, and founding Gaudet-Tech Research, a marketing research firm designed to increase broadcast tuning hours. After channeling his passion for communications across a broad variety of industries including energy, hospitality, transportation, entertainment and education, under the banner of his second startup, Reputation Matters Inc, Gaudet completed his MBA from the University of Southern Queensland in Australia, earning a GPA of High Distinction.

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.

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
Part One 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
Chapter 9: Customer Relationship Management (CRM)
Part Two Case

Part Three: Product Decisions
Chapter 10: Product Concepts
Chapter 11: Developing and Managing Products
Chapter 12: Services and Nonprofit Organization Marketing
Part Three Case

Part Four: Pricing Decisions
Chapter 13: Setting the Right Price
Part Four Case

Part Five: Distributing Decisions
Chapter 14: Marketing Channels and Supply Chain Management
Chapter 15: Retailing
Part Five Case

Part Six: Promotion Decisions
Chapter 17: Advertising, Public Relations, and Direct Response
Chapter 18: Sales Promotion and Personal Selling
Chapter 19: Social Media Strategies

Review Cards

New to this edition

  • CONTINUING CASE: We have added a continuing case throughout the entire book! Featuring an Ontario craft brewery, Side Launch Brewing Company, this new feature allows students to see how all the marketing concepts are applied and interact with each other.
  • INDUSTRY INTERVIEWS: We have interviewed Canadians with a marketing background working across Canada to provide students with some insights into careers they can explore.
  • IMPROVED EBOOK: with interactive in-line activities included within the ebook, students can practice and apply what they are learning on a consistent basis.
  • Chapter cases have been updated and are also available in video format within MindTap.
  • Cases that close out each Part have been updated.


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

Instructor Supplements

VitalSource eBook: MKTG  (ISBN-10: 0176827102 | ISBN-13: 9780176827106)
MindTap Printed Access Card (12 Months/Multi Term) for Lamb's MKTG  (ISBN-10: 0176832955 | ISBN-13: 9780176832957)
MindTap Instant Access (12 Months/Multi Term) for Lamb's MKTG  (ISBN-10: 0176832920 | ISBN-13: 9780176832926)
eBook: MKTG  (ISBN-10: 0176930558 | ISBN-13: 9780176930554)
Online Only Instructor's Resources for Lamb's MKTG  (ISBN-10: 0176832971 | ISBN-13: 9780176832971)
Nelson Testing, powered by Cognero® Instant Access for Lamb's MKTG  (ISBN-10: 0176832998 | ISBN-13: 9780176832995)

Student Supplements

MindTap Printed Access Card (12 Months/Multi Term) for Lamb's MKTG  (ISBN-10: 0176832955 | ISBN-13: 9780176832957)
MindTap Instant Access (12 Months/Multi Term) for Lamb's MKTG  (ISBN-10: 0176832920 | ISBN-13: 9780176832926)
eBook: MKTG  (ISBN-10: 0176930558 | ISBN-13: 9780176930554)