Nelson Higher Education

Higher Education

MKTG, 12th Edition

  • includes MindTap Printed Access Card
  • Charles W. Lamb
  • Joe F. Hair
  • Carl McDaniel
  • ISBN-10: 1337407585
  • ISBN-13: 9781337407588
  • 400 Pages | Paperback
  • Previous Editions: 2018, 2017, 2016
  • COPYRIGHT: 2019 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, MindTap is the digital learning solution that powers students from memorization to mastery. It gives you complete control of your course--to provide engaging content, to challenge every individual and to build their confidence. With cutting-edge cases, engaging images, and profiles of today’s most compelling marketers, MKTG shows students how the Principles of Marketing are applied at the world’s top companies every day. Empower students to accelerate their progress with MindTap.

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.

  • Every 4LTR Press print title comes complete with an engaging textbook, tear-out review cards and access to MindTap- including study tools, instructional and assessment content, and the full text narrative. Also available in an online-only option, students have their choice of format, delivered and influenced by a deep understanding of students’ workflow and learning styles, all at an affordable price.

Reviews

"The online help was great. The games made it so it wasn't boring and I retained more of the information."
— Tiffany Llewellyn, Student, 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 MARKETING 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 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.
Endnotes.
Index.
Student/Instructor Review Cards.

New to this edition

  • Created through a deep investigation of students' challenges and workflows, MKTG Online lets students study how and when they want−including on their favorite devices! Whether at home or on the go, MKTG Online allows students to study how and when they want. And now, thanks to your feedback and suggestions, MKTG Online is better than ever. An all-new Flashcard tool will help students test their understanding, and new Concept Videos will help students visualize chapters’ most important concepts in fun, inventive ways.
  • With the unique StudyBits™ functionality, students easily collect notes and create StudyBits™ from interactive content to collect what’s important. And intuitive tagging and filtering options helps students maximize their study efforts as they make 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 course, setting the stage for thinking critically about Marketing.

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: 1337407658 | ISBN-13: 9781337407656)

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: 1337407674 | ISBN-13: 9781337407670)

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. 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.