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Test Bank for Marketing, (12th Edition) by Charles W. Lamb

By: Charles W. Lamb,Joe F. Hair,Carl McDaniel
ISBN-10: 111182164X
/ ISBN-13: 9781111821647

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Format: Downloadable ZIP Fille
Authors: Charles W. Lamb,Joe F. Hair,Carl McDaniel
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Description

Table of contents:

PART I: THE WORLD OF MARKETING.
1. An Overview of Marketing.
Career Appendix.
2. Strategic Planning for Competitive Advantage.
Marketing Plan Appendix.
3. Ethics and Social Responsibility.
4. The Marketing Environment.
5. Developing a Global Vision.
PART II: ANALYZING MARKET OPPORTUNITIES.
6. Consumer Decision Making.
7. Business Marketing.
8. Segmenting and Targeting Markets.
9. Decision Support Systems and 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. Marketing Channels.
14. Supply Chain Management.
15. Retailing.
PART V: PROMOTION AND COMMUNICATIONS STRATEGIES.
16. Promotional Planning for Competitive Advantage.
17. Advertising and Public Relations.
18. Sales Promotion and Personal Selling.
PART VI: PRICING DECISIONS.
19. Pricing Concepts.
20. Setting the Right Price.
PART VII: TECHNOLOGY-DRIVEN MARKETING.
21. Customer Relationship Management (C.R.M.).
22. Social Media and Marketing.


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