Introduction to Marketing 11/e (絕)
- 20本以上，享 8.5折
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- 一般書籍
- ISBN：9780538754873
- 作者：Carl McDaniel, Charles W. Lamb, Joseph F. Hair
- 版次：11
- 年份：2011
- 出版商：Cengage Learning
書籍介紹
本書特色
目錄
Description
With its engaging presentation of concepts, INTRODUCTION TO MARKETING, Eleventh Edition, will give students the ability to recognize how much marketing principles play a role in their day-to-day lives. Your students experience marketing through billboards, television commercials, and even in the cereal aisle at the grocery store. With coverage of current marketing practices and exciting new features, Lamb, Hair, and McDaniel's INTRODUCTION TO MARKETING, Eleventh Edition, will have students saying, "Now that's marketing."
With its engaging presentation of concepts, INTRODUCTION TO MARKETING, Eleventh Edition, will give students the ability to recognize how much marketing principles play a role in their day-to-day lives. Your students experience marketing through billboards, television commercials, and even in the cereal aisle at the grocery store. With coverage of current marketing practices and exciting new features, Lamb, Hair, and McDaniel's INTRODUCTION TO MARKETING, Eleventh Edition, will have students saying, "Now that's marketing."
Features
New to This Edition
- Integrated instructor support: For instructors, the Integrated Learning System ties chapter learning objectives to the instructor supplements, enabling professors to easily plan their course using the learning objectives. As a result, instructors spend less time preparing for class and are able to make more effective use of the time they are in class.
- Real-world marketing: Global perspectives, customer experience, and ethics features, videos, cases, and ethics applications are packed with examples of marketing issues facing a multitude of well-known companies. Because no company is profiled in more than one place, students see marketing in action in a wide range of contexts, giving them real-world knowledge of how companies apply marketing concepts to their organizations. MARKETING, Eleventh Edition, is the only text that includes applications at the end of each chapter--materials that ensure students know how to apply marketing concepts, not just memorize materials.
- Entrepreneurship cases: Ten new cases on such captivating companies as Harmonix’s Guitar Hero, Disney, NFL International, Time Warner-Viacom, HBO’s True Blood, Burger King, and others round out the spellbinding slate of end-of-chapter cases in INTRODUCTION TO MARKETING, Eleventh Edition. The cases illustrate exciting marketing success stories while enabling students to apply what they have learned to real marketing scenarios. All-new Marketing Miscues and Critical Thinking Cases also give students an opportunity to work through marketing challenges facing current companies.
New to This Edition
- Hallmark "Anatomy of" Feature: For several chapters in the eleventh edition of MARKETING, we have created a unique graphic that illustrates a particular chapter concept. Each "Anatomy of" is set on a full page and uses photography to show how the elements of a concept connect. The eleventh edition includes anatomies of a multinational company, buying decision, packaging design, product life cycle, store layout, integrated marketing campaign, and more. Anatomies help students visualize the connection between marketing concepts and their real-world application.
- Annotated Marketing Plan Appendix: Positioned after Chapter 2, the thorough--and real--marketing plan from E-Motion software helps students better understand the level of detail needed in plotting out a marketing strategy.
- By the Numbers Feature: Interesting statistics and figures are pulled from the text to engage students and highlight key marketing concepts.
Table of Contents
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 MARKETING OPPORTUNITIES.
6. Consumer Decision Making.
7. Business Marketing.
8. Segmenting and Targeting Markets.
9. Decision Support Systems and 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. Marketing Channels.
14. Supply Chain Management.
15. Retailing.
Part 5: PROMOTION AND COMMUNICATION STRATEGIES.
16. Promotional Planning for Competitive Advantage.
17. Advertising and Public Relations.
18. Sales Promotion and Personal Selling.
Part 6: PRICING DECISIONS.
19. Pricing Concepts.
20. Setting the Right Price.
Part 7: TECHNOLOGY-DRIVEN MARKETING.
21. Consumer Relationship Management (CRM).
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 MARKETING OPPORTUNITIES.
6. Consumer Decision Making.
7. Business Marketing.
8. Segmenting and Targeting Markets.
9. Decision Support Systems and 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. Marketing Channels.
14. Supply Chain Management.
15. Retailing.
Part 5: PROMOTION AND COMMUNICATION STRATEGIES.
16. Promotional Planning for Competitive Advantage.
17. Advertising and Public Relations.
18. Sales Promotion and Personal Selling.
Part 6: PRICING DECISIONS.
19. Pricing Concepts.
20. Setting the Right Price.
Part 7: TECHNOLOGY-DRIVEN MARKETING.
21. Consumer Relationship Management (CRM).
