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Table of content: 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. Decision Support Systems and 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. Marketing Channels.
14. Supply Chain Management.
15. Retailing.
PART V: PROMOTION AND COMMUNICATION STRATEGIES.
16. Promotion Planning for Competitive Advantage.
17. Advertising and Public Relations.
18. Sales Promotion and Personal Selling.
PART VI: PRICING DECISIONS.
19. Pricing Concepts.
20. Setting the Right Price.
PART VII: TECHNOLOGY-DRIVEN MARKETING
21. Customer Relationship Management (CRM).
22. Social Media & Marketing.
Product Details: Language: English
ISBN-10: 1133190111
ISBN-13: 978-1133190110
ISBN-13: 9781133190110
Author: Charles W. Lamb, Joe F. Hair, Carl McDaniel 
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