Title:
Marketing
Author:
Lamb, Charles W., author.
ISBN:
9780199079926
Personal Author:
Edition:
Fifth edition.
Physical Description:
xv, 591 pages : illustrations ; 28 cm
Contents:
Part 1: Introduction to marketing. 1. An overview of marketing -- 2. Analysing the marketing environment -- 3. Understanding consumer decision-making -- 4. Analysing the competitive situation -- 5. Information for marketing decision-making and marketing research -- 6. Segmenting and targeting markets -- 7. Positioning the firm and its products -- Part 2: Implementing marketing mix strategies. 8. Product decisions -- 9. Developing and managing products -- 10. Marketing channels and the role of intermediaries -- 11. Marketing communication strategy -- 12. Implementing marketing communication mix strategies -- 13. Pricing concepts and setting the right price -- 14. Putting it all together: the strategic marketing plan -- Part 3: Specialised marketing. 15. Marketing in specialised markets -- 16. Sustainable marketing.
Abstract:
"Marketing 5th Edition covers issues like pricing, product labelling and sponsorship and includes a wealth of examples to guide students through current topics such green marketing and marketing communication. This new edition is written in a more accessible way to assist students to grasp new concepts."--Publisher's description.
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