TY  - BOOK
AU  -  	Charles W Lamb
AU  -  	Charles W Lamb; 
ED  - Joseph F Hair; 
ED  - Carl McDaniel, Jr.
TI  - MKTG3 : : student edition
SN  - 9781439040539
AV  - HF5415 .H13
PY  - 2009///
CY  -  	Mason, OH
PB  -  South-Western Cengage Learning
N1  -  	Part One. The World of Marketing --
1. Overview of Marketing --
2. Strategic Planning for Competitive Advantage --
3. Social Responsibility, Ethics, and the Marketing Environment --
4. Developing a Global Vision --
Part Two. Analyzing Market Opportunities --
5. Consumer Decision Making --
6. Business Marketing --
7. Segmenting and Targeting Markets --
8. Decision Support Systems and Marketing Research --
Part Three. Product Decisions --
9. Product Concepts --
10. Developing and Managing Products --
11. Services and Nonprofit Organization Marketing --
Part Four. Place (Distribution) Decisions --
12. Marketing Channels and Supply Chain Management --
13. Retailing --
Part Five. Promotion Decisions --
14. Integrated Marketing Communication --
15. Advertising and Public Relations --
16. Sales Promotion and Personal Selling --
Part Six. Pricing Decisions --
17. Pricing Concepts --
18. Setting the Right Price --
Part Seven. Technology-Driven Marketing --
19. Customer Relationship Management
ER  -