MKTG4 with MindTap,
4th Edition

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

ISBN-13: 9780170411769 | ISBN-10: 0170411761

Copyright 2019

| Published 2018

| 336 pages

List Price USD $78.75


MKTG is the number one resource to help you succeed in your introductory marketing subjects. The text is broken down into four easy-to-read parts; an introduction to marketing, consumer information, managing the marketing mix and the world of marketing. Chapters are also a readable length – often around twenty pages.  Tear out review cards are included to help reinforce what you’ve learnt.   New, print versions of this book come with bonus online study tools on the MindTap platform including, podcasts, quizzes, video case studies, animated summaries, and more. If you would prefer a digital only option, purchase MindTap for MKTG. When you purchase MindTap you receive all bonus online study tools along with the eBook version of your textbook. Plus, take course materials with you – anytime, anywhere on the MindTap mobile app! Your instructor will provide you with a course key to unlock MindTap.

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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.

Founder and Senior Scholar of the Doctoral Degree in Business Administration, Coles College, Kennesaw State University, USA. He previously held the Copeland Endowed Chair of Entrepreneurship and was Director, Entrepreneurship Institute, Ourso College of Business Administration, Louisiana State University. He has authored over 40 books, including Multivariate Data Analysis, Prentice-Hall, 7th edition, 2010 (cited 22,000+ times); Marketing, South-Western Publishing Company, 12th edition 2012; Essentials of Business Research Methods, M.E. Sharpe, 2011; Research Methods for Business, Wiley, 2007; and Essentials of Marketing Research, McGraw-Hill/Irwin, 3rd edition 2013. He also has published numerous articles in scholarly journals such as the Journal of Marketing Research, Journal of Academy of Marketing Science, Journal of Business/Chicago, Journal of Advertising Research, Journal of Business Research, Journal of Long Range Planning, Journal of Marketing Theory and Practice, International Marketing Review, Journal of Experimental Education, Business Horizons, Journal of Retailing, Multivariate Behavioural Research, and others. He was recognized as the 2011 Academy of Marketing Science Marketing Educator of the year. He often presents seminars on research techniques, multivariate data analysis and marketing issues for organizations in Europe, Australia and other locations outside the U.S.

Ph.D., 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.

  • NEW title for chapter 7, "Market Research"
  • Teach using the latest content with thoroughly updated examples, boxes and cases, with a focus on contemporary Asia-Pacific marketing issues
  • Coverage of digital marketing and the use of social media has been integrated throughout each chapter as appropriate, instead of appearing in one complete chapter
  • Chapter 13, "The Promotions Mix" has been significantly updated to include more social media content
  • Available for online delivery on the MindTap platform
  • Chapters 3 and 6 have been reorganised for a smooth flow of concepts
  • Students reflect on important ethical issues with help from new questions in the 'Ethical Marketing' boxes throughout the text
  • Online resources for students and instructors, enabling blended learning
  • Keep students engaged with core marketing concepts presented in a succinct, easy-to-read format with stimulating visual cues - tables, diagrams, photos, and icons
  • Students revise learning objectives and key concepts at a glance using end-of-book tear-out cards
  • Explore the ethical considerations relevant to chapter topics with 'Ethical Marketing' boxes: Examples, scenarios or discussions - accompanied by discussion questions
  • Provide context for learners with 'Real World Marketing' boxes: Case vignettes featuring scenarios from real companies, that demonstrate how chapter concepts are applied in actual situations
  • Present practical applications of key chapter concepts using 'Marketing in Practice' boxes

Table of Contents

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1. An overview of marketing
2. Marketing strategy
3. Ethics and the marketing environment

4. Consumer decision making
5. Business-to-business marketing
6. Segmenting and targeting markets
7. Market research (NEW)

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
13. The promotions mix
14. Pricing

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.

MKTG4 Instructor Companion Web site

Everything you need for your course in one place! This collection of product-specific lecture and class tools is available online via the instructor resource centre at www.cengage.com/login. You'll be able to access and download materials such as PowerPoint presentations, images, and the instructor’s manual. New to this edition robust PowerPoint lecture outlines that have been designed for an active classroom with reading check questions and Think-Pair-Share questions as well as the traditional section by section outline.

Cognero Test Bank for Lamb/Hair/McDaniel/Summers/Gardiner MKTG4 Instant Access


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Pricing Options

MKTG4 with MindTap

  • ISBN-10: 0170411761
  • ISBN-13: 9780170411769

Price USD$ 78.75


*Purchase not available for this country