MKTG4 4th Edition Charles W. Lamb

MKTG4 4th Edition Charles W. Lamb – Ebook Instant Download/Delivery ISBN(s): 9780170411769,0170411761

Product details:

• ISBN 13: 9780170411769
• Author: Charles W. Lamb

MKTG is the number one resource to help you succeed in your introductory marketing subjects. The text is broken down into four easy-to-read parts; an introduction to marketing, consumer information, managing the marketing mix and the world of marketing. Chapters are also a readable length – often around twenty pages.  Tear out review cards are included to help reinforce what you’ve learnt.   New, print versions of this book come with bonus online study tools on the MindTap platform including, podcasts, quizzes, video case studies, animated summaries, and more. If you would prefer a digital only option, purchase MindTap for MKTG. When you purchase MindTap you receive all bonus online study tools along with the eBook version of your textbook. Plus, take course materials with you – anytime, anywhere on the MindTap mobile app! Your instructor will provide you with a course key to unlock MindTap.

Table contents:

PART 1: AN INTRODUCTION TO MARKETING
1. An overview of marketing
2. Marketing strategy
3. Ethics and the marketing environment

PART 2: CONSUMER INFORMATION
4. Consumer decision making
5. Business-to-business marketing
6. Segmenting and targeting markets
7. Market research (NEW)

PART 3: MANAGING THE MARKETING MIX
8. Product concepts
9. Developing and managing products
10. Services, non-profit and other intangibles
11. Marketing channels and distribution decisions
12. Integrated marketing communication
13. The promotions mix
14. Pricing

PART 4: THE WORLD OF MARKETING
15. Global marketing
16. Marketing and new technology

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