MKTG5,
5th Edition

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

ISBN-13: 9780170453936
Copyright 2023 | Published
352 pages | List Price: USD $74.75

MKTG5 is the resource to help you succeed in your introductory marketing subjects. The easy-to-read text is broken down into four digestible parts, with marketing concepts presented in a succinct format in a modern design that makes the content visually appealing. Case studies relevant to the Asia-Pacific region and examples regarding COVID-19 and its impacts on marketing make the content relatable, while the impact of emerging technologies on marketing demonstrates how social media is used in the development of marketing strategy. New, print copies of the text come with tear-out review cards to help reinforce what you’ve learned.

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PART 1: AN INTRODUCTION TO MARKETING
1. An overview of marketing
2. Ethics and the marketing environment

PART 2: CONSUMER INFORMATION
3. Consumer decision making
4. Business-to-business marketing
5. Segmenting and targeting markets
6. Market research

PART 3: MANAGING THE MARKETING MIX
7. Product concepts
8. Developing and managing products
9. Services, non-profit and other intangibles
10. Marketing channels and distribution decisions
11. Integrated marketing communication
12. The promotions mix
13. Pricing

PART 4: THE WORLD OF MARKETING
14. Global marketing
15. Marketing strategy
16. Marketing and new technology

  • Charles W. Lamb, Jr.,

  • Joe F. Hair

    Joseph Hair is Distinguished Professor of Marketing and Director of the Ph.D. in Business Administration Program at University of South Alabama. Immediately prior to joining the University of South Alabama Joe was the Founder and Director of the Kennesaw State University DBA program. 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

    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.

  • Jane Summers

    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 Sport 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

    Dr Michael Gardiner has over 20 years’ experience teaching Introduction to Marketing, Services Marketing, Global Marketing and Applied Business research. Research areas are Market and Social Research, SME, and Local Government Marketing, as well as Bitcoin and Blockchain. 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 has been heavily involved in restructuring the undergraduate marketing program at USQ.

  • Content on co-creation and value

  • Content and examples of emerging technologies in marketing in Chapters 5, 10, 11, 12, 13 and all of chapter 16 (Marketing and New Technology)

  • Content on privacy in data collection

  • Positioning of marketing strategy -- now Chapter 15

  • Cases and examples pertaining to COVID-19 and its impacts on marketing in Chapters 3, 5, 8, and 9

  • Marketing analytics appendix available in the optional MindTap course

  • Fully blended content - introductory-level text with boxed examples and cases relevant to the Asia-Pacific region offering instructors the flexibility to deliver their courses in classrooms, online, or both

  • The scaffolding of the students’ learning and knowledge allows them to master the marketing building blocks before applying these through the strategies covered in the final chapters, instead of teaching strategy ahead of building blocks

  • Ethics and law examples provide context for data privacy, increasingly important in marketing

  • The impact of emerging technologies on marketing is included within chapters, demonstrating how social media is used in the development of marketing strategy, and is complemented with a final chapter rich with contemporary examples

  • Keeps students engaged with core marketing concepts presented in a succinct, easy-to-read format with stimulating visual cues - tables, diagrams, photos, and icons. Shorter chapters in a modern design present content in a more engaging and accessible format

  • Provides context for learners with 'Real World Marketing' boxes that include case vignettes featuring scenarios from real companies, that demonstrate how chapter concepts are applied in actual situations

  • MindTap - Premium online teaching and learning tools are available on the MindTap platform - the personalised eLearning solution. MindTap is a flexible and easy-to-use platform that helps build student confidence and gives you a clear picture of their progress. MindTap for MKTG5 is full of innovative resources to support critical thinking, and help your students move from memorisation to mastery! Includes: MKGT5 eBook; concept videos; review quizzes; case activities, marketing planning and marketing analytics. MindTap is a premium purchasable eLearning tool. Contact your Cengage learning consultant to find out how MindTap can transform your course.

  • Instructor Website - Your #1 resource for your course. This tailored collection of teaching tools includes downloadable PowerPoint lecture slides, Instructor's Manual, and Test Bank with customisable questions for quizzes and assessments. New to this edition are updated video cases and a comprehensive Educator Guide for MindTap. Log in or request an account to access instructor resources at au.cengage.com/instructor/account for Australia or nz.cengage.com/instructor/account for New Zealand.

  • Cognero Test Bank - a bank of questions has been developed in conjunction with the text for creating quizzes, tests and exams for your students. Create multiple test versions in an instant and deliver tests from your LMS, your classroom, or wherever you want using Cognero. Cognero test generator 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 favourite test questions.

  • Cognero Test Bank - a bank of questions has been developed in conjunction with the text for creating quizzes, tests and exams for your students. Create multiple test versions in an instant and deliver tests from your LMS, your classroom, or wherever you want using Cognero. Cognero test generator 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 favourite test questions.

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.

Cengage Learning Testing, powered by Cognero® for Lamb/Hair/McDaniel/ Summers/Gardiner's MKTG5
9780170461009

Cengage Learning Testing, powered by Cognero® for Lamb's MKTG5 Instant Access
9780170461016

Instructor Website for Lamb's MKTG5
9780170460989

MKGT5 Powerpoint Slides
9780170461023

MKTG5 Instructor's Manual
9780170460996