Lamb, Hair & McDaniel – MKTG14: Principles of Marketing 14e
English | Tutorial | Size: 103.84 MB
Lamb/Hair/McDaniel’s 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 to real-life situations, Lamb/Hair/McDaniel’s MKTG, 14th Edition bridges the gap between classroom learning and the modern marketing industry–helping students recognize the practicality of marketing and develop essential skills for success.
From the first chapter: “What does the term marketing mean to you? Many peope think marketing means personal selling. Others think it means advertising. Still others believe that marketing concerns making products available in stores, arranging displays, and maintaining inventories of products for future sales. Marketing includes all of these activities and more.
“Marketing has two facets. First, it is a philosophy, an attitude, a perspective, or a management orientation that stresses customer satisfaction. Second, marketing is an organizational function and a set of processes used to implement this philosophy.
“Marketing involves more than just activities performed by a group of people in a defined area or department. In the often-quoted words of David Packard, cofounder of Hewlett-Packard, ‘Marketing is too important to be left only to the marketing department.’ Marketing entails processes that focus on delivering value and benefits to customers, not just selling goods, services, and/or ideas. It uses communication, distribution, and pricing strategies to provide customers and other stakeholders with the goods, services, ideas, values, and benefits they desire when and where they want them. It involves building long-term, mutually rewarding relationships when these benefit all parties concerned. Marketing also entails an understanding that organizations have many connected stakeholder “partners,” including employees, suppliers, stockholders, distributors, and others.”
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Contents:
Acknowledgments
Part 1 – 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 2 – Analyzing Market Opportunities
6 Consumer Decision Making
7 Business Marketing
8 Segmenting and Targeting Markets
9 Marketing Research
Part 3 – Product Decisions
10 Product Concepts
11 Developing and Managing Products
12 Services and Nonprofit Organization Marketing
Part 4 – Distribution Decisions
13 Supply Chain Management and Marketing Channels
14 Retailing
Part 5 – Promotion and Communication Strategies
15 Marketing Communications
16 Advertising, Public Relations, and Sales Promotions
17 Personal Selling and Sales Management
18 Social Media and Marketing
Part 6 – Pricing Decisions
19 Pricing Concepts
Marketing Analytics Appendix
Glossary
Endnotes
Index
Format: Scanned PDF
Length: 411 pages
Published: 2024 by Cengage
ISBN-13: 9780357929339
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