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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 MARKET 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 Comunications.
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.
Product Details: Language: English
ISBN-10: 130563182X
ISBN-13: 978-1305631823
ISBN-13: 9781305631823
Author: Charles W. Lamb, Joe F. Hair, Carl McDaniel
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