Mktg3 ,
3rd Edition

Charles W. Lamb, Joseph F Hair, Carl McDaniel, Jane Summers, Michael Gardiner

ISBN-13: 9780170355506 | ISBN-10: 0170355500

Copyright 2016

| Published 2015

| 328 pages

List Price USD $73.00


A unique approach to learning the principles of marketing, MKTG3 is the third Asia-Pacific edition of a proven, innovative blended solution to enhance the learning experience. Expanded content, supported by a suite of online learning aids, equips students with the tools required to successfully undertake an introductory marketing course. Continuing to pave a new way to both teach and learn, MKTG3 is designed to truly connect with today's busy, tech-savvy student. Students have access to online interactive quizzing, videos, podcasts, flashcards, marketing plan, games and more. An accessible, easy-to-read text with tear-out review cards completes a package that helps students to learn important concepts faster. MKTG3 delivers a fresh approach to give students what they need and want in a text.

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Meet the Authors

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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 also served as 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 30 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 F. Hair, Jr. is Cleverdon Chair of Business at University of South Alabama, USA. He previously held the Copeland Endowed Chair of Entrepreneurship and was Director of the Entrepreneurship Institute at the E.J. Ourso College of Business, Louisiana State University. He was a United States Steel Foundation Fellow at the University of Florida, Gainesville, where he earned his Ph.D. in Marketing. He has authored over 40 books and has published numerous articles in professional journals. He is a Distinguished Fellow of the Academy of Marketing Sciences, the Society for Marketing Advances, and the Southwestern Marketing Association.

Carl McDaniel is professor emeritus at the University of Texas–Arlington. 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 90 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.

Associate Professor Jane Summers is currently the Director of USQ’s MBA Program. She has over 20 years’ tertiary teaching experience, in Marketing, Applied Business Research and Ethics and Marketing Management. A/Prof Summers’ research interests are in Sport Marketing and Consumer Behaviour. She is a Member of the American Sports Marketing Association, Australian and New Zealand Sport Marketing Association, The Association for Consumer Research and The American Marketing Association, and is Chair of the Board of Southern Queensland Country Tourism.

Michael Gardiner is completing his PhD, to add to his BBus Brisbane CAE and MBus USQ. With over 20 years’ experience, Michael is currently teaching Introduction to Marketing, Services Marketing, and Small and Medium Enterprise Development. Research areas are Market and Social Research, SME, and Local Government Marketing. Michael is a Certified Professional Marketer (CPM), a Qualified Professional Market Researcher (QPMR), a Fellow of the Australian Marketing Institute, Member of the Australian Market and Social Research Society and a Justice of the Peace. Michael teaches both fully online and face-to-face. He is heavily involved in restructuring the undergraduate marketing program at USQ.

  • Rearrangement of structure
  • Updated throughout with latest research and new case studies
  • New! social media covered in a chapter titled ‘Marketing and new technology’
  • New material on business marketing on the internet, the profound impact of the internet on marketing research, and trends in supply chain management
  • Increased visibility of ethics coverage with a new boxed feature and icon
  • Chapter 11 on Marketing channels and distribution decisions (previously Ch 10) has been extensively re-organised and refined
  • Chapter on marketing strategy is now located at the beginning of the text, in alignment with the online marketing plan. This includes discussions of strategic planning, target market, the marketing mix elements and implementation/evaluation
  • Links and in-text directions to students and instructors to use the online resources for cases, revision, practice and further information on topics
  • Ethics content appears in a dedicated boxed feature. (NEW) A substantial quantity of material on ethics has been included, adding to the ethics coverage already integrated into the body of the text
  • Tear-out review cards allow students to revise key concepts at a glance
  • Online resources for students and instructors, enabling blended learning

Table of Contents

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Part one: An introduction to marketing
1. An overview of marketing
2. Marketing strategy
3. Ethics and the marketing environment

Part two: Customer information
4. Consumer decision making
5. Business-to-business marketing
6. Segmenting and targeting markets
7 Insight management research

Part three: Managing the marketing mix
8. Product concepts
9. Developing and managing products
10. Services, non-profit and other intangibles
11. Marketing channels and distribution decisions
12. Integrated marketing communication: IMC
13. The promotions mix
14. Pricing

Part four: The world of marketing
15. Global marketing
16. Marketing and new technology

Cengage provides a range of supplements that are updated in coordination with the main title selection. For more information about these supplements, contact your Learning Consultant.

Instructor's Manual for Lamb MKTG3

A wealth of content to help set up and administer your subject. Created by senior academics teaching in this area, the Instructor Manual reinforces key points from the textbook, with discussion points and tips, learning objectives, chapter outlines, key points, teaching tips and materials, ideas on how to use online teaching resources and solutions to all questions and problems from the text.

Test Bank for Lamb MKTG3

Create, customise and deliver tests in minutes for both print and online applications. A bank of questions for you to use to build your quizzes, tests and exams.

PowerPoint Slides for Lamb MKTG3

Slides focus on the main concepts covered in each chapter. Created by specialists in this area, every key point in the textbook is examined. Picture, graphs and videos are included where appropriate. Edit and amend to suit your own requirements.

Artwork from Lamb MKTG3

Digital files of graphs, tables, pictures and flow charts from the text that can be used in a variety of media. Add them into your lectures, use in student handouts and include in your LMS.

Videos from US Text of Lamb MKTG3 (Instructors Only)

Videos from the US text are provided for instructors in order to provide broader applications and visual demonstrations of the textbook content.

MKTG3 Printed Access Card for 12 Months


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Pricing Options


  • ISBN-10: 0170355500
  • ISBN-13: 9780170355506

Price USD$ 73.00


*Purchase not available for this country