NEW!
MKTG 11th Edition
Charles W. Lamb | Joe F. Hair | Carl McDaniel
ISBN-13: 9781337116800 | ISBN-10: 1337116807
© 2018 | Published |  432  Pages
Previous Editions: 9781305631823

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Paperback/Softcover Book/Jrnal
US $75
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Through ongoing research into students' workflows and preferences, MKTG from 4LTR Press combines an easy-reference, paperback textbook with Chapter Review Cards, and an innovative online experience – all at an affordable price. With MKTG Online, students explore MKTG anywhere, anytime, and on most devices! The intuitive StudyBits™ functionality empowers students to study more effectively and visually monitor their own progress. Coupled with straightforward course management, assessment, and analytics for instructors, MKTG with MKTG Online engages students of all generations and learning styles, and integrates seamlessly into your Principles of Marketing Course. With cutting-edge cases, engaging images, and profiles of today’s most compelling marketers, MKTG shows students how the principles of marketing are applied at the world’s top companies every day.



  • 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. 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 Communications.
    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.
    Endnotes.
    Index.
    Student/Instructor Review Cards.

    • "I like the online quizzes. They are very helpful. So are the chapter review cards. I use them before each exam."

    For more information about these supplements, or to obtain them, contact your Learning Consultant

    • MKTG Online, 1 term (6 months) Instant Access for Lamb/Hair/McDaniel’s MKTG 11
      ISBN-10: 1337117250 | ISBN-13:9781337117258
      List Price = 75.00
      MKTG 11 Online
      Cengage Learning Testing, powered by Cognero® Instant Access for Lamb/Hair/McDaniel’s MKTG 11
      ISBN-10: 1337117269 | ISBN-13:9781337117265
      List Price = 58.00
      Cengage Learning Testing Powered by Cognero® is a flexible, online system that allows you to: import, edit, and manipulate content from the text's test bank or elsewhere, including your own favorite test questions; create multiple test versions in an instant; and deliver tests from your LMS, your classroom, or wherever you want. Every question has undergone a series of accuracy checks and anti-piracy reviews, as well as a multi-point inspection to remove weak question options (e.g. all answers are correct), sharpen ambiguous questions, and ensure balanced coverage of major course concepts, difficulty levels, and Bloom's Taxonomy. The test bank questions form the basis for the assessments in the MKTG Online product, and are different from the Practice Quizzes available for students.
      Instructor's Companion Website for Lamb/Hair/McDaniel’s MKTG 11
      ISBN-10: 1337117242 | ISBN-13:9781337117241
      List Price = 75.00
      Everything you need for your course in one place! This collection of book-specific lecture and class tools is available online via www.cengage.com/login. Access and download PowerPoint presentations, images, instructor's manual, and more.
      LMS Integrated MKTG Online, 1 term (6 months) Instant Access for Lamb/Hair/McDaniel’s MKTG 11
      ISBN-10: 1337117285 | ISBN-13:9781337117289
      List Price = 75.00
      LMS Integrated MKTG Online, 1 term (6 months) Instant Access


    • Charles W. Lamb, Jr., served as chair of the department of marketing at the M. J. Neeley School of Business from 1982 to 1988 and again from 1997 to 2003. He is currently chair of the Department of Information Systems and Supply Chain Management and is a former president of the Academy of Marketing Science and the Southwestern Marketing Association. Lamb has authored or co-authored more than a dozen books and anthologies on marketing topics and over 150 articles that have appeared in academic journals and conference proceedings. In 1997, he was awarded the prestigious Chancellor’s Award for Distinguished Research and Creative Activity at TCU. This is the highest honor that the university bestows on its faculty. Other key honors he has received include the M. J. Neeley School of Business Research Award and selection as a Distinguished Fellow of the Academy of Marketing Science and Fellow of the Southwestern Marketing Association.

      Joseph Hair is Professor of Marketing at Kennesaw State University. He previously held the Alvin C. Copeland Endowed Chair of Franchising and was Director, Entrepreneurship Institute, Louisiana State University. Hair also held the Phil B. Hardin Chair of Marketing at the University of Mississippi. He has taught graduate and undergraduate marketing, sales management, and marketing research courses. Hair has authored more than 40 books and more than 80 articles in scholarly journals. He has also participated on many university committees and has chaired numerous departmental task forces. He serves on the editorial review boards of several journals. He is a member of the Academy of Marketing Science, American Marketing Association, Society for Marketing Advances, and Association for Marketing and Healthcare Research. He was selected as the 2011 AMS CUTCO/VECTOR Distinguished Marketing Educator, as the 2007 Innovative Marketer of the Year by the Marketing Management Association, and was the 2004 recipient of the Academy of Marketing Science Excellence in Teaching Award. Hair holds a bachelor’s degree in economics, a master’s degree in marketing, and a doctorate in marketing, all from the University of Florida. He also serves as a marketing consultant to businesses in a variety of industries ranging from food and retail to financial services, health care, electronics, and the U.S. Departments of Agriculture and Interior.

      Carl McDaniel is professor emeritus in service at the University of Texas–Arlington. He currently holds courses for the executive MBA program on the Fort Worth campus and in China. He was the chairman of the marketing department at UTA for 32 years. McDaniel’s career spanned more than 40 years, during which he was the recipient of several awards for outstanding teaching. McDaniel has also been a district sales manager for Southwestern Bell Telephone Company and served as a board member of the North Texas Higher Education Authority, a billion-dollar financial institution. In addition to MKTG, McDaniel has written and co-authored over 50 textbooks in marketing and business. McDaniel’s research has appeared in such publications as the Journal of Marketing, Journal of Business Research, Journal of the Academy of Marketing Science, and California Management Review. McDaniel is a member of the American Marketing Association. In addition to his academic experience, McDaniel has business experience as the co-owner of a marketing research firm. McDaniel has also served as senior consultant to the International Trade Centre (ITC), Geneva, Switzerland. The ITC’s mission is to help developing nations increase their exports. He has a bachelor’s degree from the University of Arkansas and his master’s degree and doctorate from Arizona State University.