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Marketing (SPANISH TRANSLATION OF MARKETING, 4E/0-538-87011-7)

Lamb, Charles, Hair, Joseph F., McDaniel, Carl

ISBN 10: 968752944X / ISBN 13: 9789687529448
Published by South-Western College Pub, 1999
Used Condition: Very Good
From Better World Books (Mishawaka, IN, U.S.A.)

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Bibliographic Details


Publisher: South-Western College Pub

Publication Date: 1999

Book Condition:Very Good

Edition: 4th Edition.

About this title


This comprehensive marketing book is organized around the marketing mix. It is lively, interesting, and filled with current examples. The latest concepts and theories are covered in a practical and contemporary manner. Popular themes include coverage of Internet marketing, marketing plans, customer value, small business, global and multicultural marketing, ethics, and careers in marketing. As today's marketers face a marketplace that is becoming simultaneously more competitive, specialized, global and internet-reliant, they must continually develop new strategies and enhance old skills with a balance of creativity and knowledge. Marketing, 4e is a necessity for all successful marketers!

About the Author:

Charles Lamb is the M. J. Neeley Professor of Marketing at the M. J. Neeley School of Business, Texas Christian University. He served as chair of the TCU marketing department from 1982 to 1988. He has also been a member of the marketing faculty at Texas A&M University.

Professor Lamb has authored or co-authored more than a dozen books and anthologies and over 100 articles on marketing topics. He is vice president for publications for Academy of Marketing Science, a member of the American Marketing Association Education Council, a member of the board of directors of the American Association for Advances in Health Care Research, and a past president of the Southwestern Marketing Association.

Lamb earned an associate degree in business administration from Sinclair Community College, a bachelor's degree from Miami University, an MBA from Wright State University, and a doctorate in business administration from Kent State University.

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