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
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.
"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
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.
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.
Student/Instructor Review Cards.
All supplements have been updated in coordination with the Main title.
Please see Main title page for new to this edition information.
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.