Mktg

ISBN-13: 9780357127810 / Angielski / Miękka / 2020 / 448 str.

Charles Lamb; Joe Hair; Carl McDaniel

Opis

MKTG from 4LTR Press connects students to the principles of marketing-bringing them to life through timely examples showing how they're applied at the world's top companies every day.

Spis treści

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.

O autorze

Joseph Hair is a Distinguished Professor of Marketing and the Director of the Ph.D. in Business Administration Program at the 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 the Director of the Entrepreneurship Institute at 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 over 80 articles in scholarly journals. He has also participated on many university committees and 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, the American Marketing Association, the Society for Marketing Advances, and the Association for Marketing and Healthcare Research. He was selected as the 2011 AMS CUTCO/VECTOR Distinguished Marketing Educator, the 2007 Innovative Marketer of the Year by the Marketing Management Association and 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. 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 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, which 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, selection as a Distinguished Fellow of the Academy of Marketing Science and Fellow of the Southwestern Marketing Association. Carl McDaniel served as a professor emeritus at the University of Texas Arlington. He chaired the marketing department at UTA for 32 years. Throughout his more than forty-year career, he received several awards for outstanding teaching. McDaniel worked as 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. McDaniel wrote and coauthored over 90 textbooks in marketing and business, in addition to his contributions to MKTG. His research appeared in The Journal of Marketing, the Journal of Business Research, the Journal of the Academy of Marketing Science and the California Management Review. McDaniel was a member of the American Marketing Association. Along with his academic experience, McDaniel co-owned a marketing research firm and served as a senior consultant to the International Trade Centre (ITC) in Geneva, Switzerland, whose mission is to help developing nations increase their exports. McDaniel held a bachelor's degree from the University of Arkansas and a master's degree and doctorate from Arizona State University.