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MKTG 14 Principles of Marketing

MKTG, 14th Edition, demonstrates the practical application of marketing principles in real-world scenarios. Relevant and timely examples help students better understand and apply marketing principles. A user-friendly design makes it easy to navigate and comprehend key concepts. By connecting theory...

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Bibliographic Details
Main Authors: Lamb, Charles W. (Author), Hair, Joseph F. (Author), McDaniel, Carl (Author)
Format: Book
Language:English
Published: Mason, Ohio Cengage 2025
Edition:14th edition
Subjects:
Marketing
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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
  • Endnotes
  • Index.

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