Essentials of Marketing, 4e, continues the tradition of providing comprehensive, up-to-the minute coverage of key marketing topics in a brief text. Key principles are illustrated by hundreds of fresh, new examples, while the latest concepts and theories are covered in detail with numerous illustrations. Organized around the marketing mix, this thoroughly revised text features a comprehensive supplement package and companion Web site.



The exciting new edition of Essentials of Marketing continues the established tradition of adding value far beyond the expectations of students and instructors. Extensive research has been done to ensure this brief edition provides an up-to-the-minute introduction to the field of marketing. Key principles are illustrated by hundreds of fresh, new examples, while the latest concepts and theories are covered in detail with numerous illustrations. Organized around the marketing mix, this thoroughly revised text provided students with an exhilarating introduction to the dynamic world of marketing.



Table of Contents:

Part I. The world of marketing

1. An overview of marketing

2. Ethics, social responsibilities, and the marketing environment

3. Developing a global vision

Part 2. Analyzing marketing opportunities

4. Consumer decision making

5. Business marketing

6. Segmenting and targeting markets

7. Decision support systems and marketing research

Part 3. Product and distribution decisions

8. Products and services concepts

9. Developing and managing products

10. Marketing channels and supply chain management

11. Retailing

Part 4. Promotion and pricing decisions

12. Marketing communications and personal selling

13. Advertising, public relations, and sales promotion

14. Internet marketing

15. Pricing concepts

Appendix. Careers in markering

Glossary

Endnotes

Bibliographies

Index



About the Author

Charles W. Lamb, Jr., is the M. J. Neeley Professor of Marketing at the M. J. Neeley School of Business, Texas Christian University. He served as chair of the department of Marketing from 1982 to 1988 and again from 1997 to the present. He is currently serving as president-elect of the Academy of Marketing Science.