Essentials of Marketing - Softcover

Lamb, Charles W.; Hair, Joe F.; McDaniel, Carl

Softcover

ISBN 10: 0324113900 ISBN 13: 9780324113907

Publisher: South-Western College Pub, 2002

Synopsis

Essentials of Marketing, 3e, continues the tradition of providing comprehensive, up-to-the minute coverage of key marketing topics in a shorter length. Developed directly from the sixth edition of Lamb, Hair, and McDaniel's best-selling Marketing text, Essentials of Marketing, 3e, is ideal for those who wish to incorporate outside projects or readings into their course. Key principles are illustrated by hundreds of fresh, new examples, while the latest concepts and theories are covered in detail with numerous illustrations. Organized around the marketing mix, this thoroughly revised text features a comprehensive ancillary package and companion Web site.

About this title

About the Author:

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 is currently 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 dozen 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 honour that the university bestows on its faculty. Other key honours 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.

Review:

A brilliant idea! What is even more exciting is the national competition for the Marketing Plan and the flexibility of assigning it as a comprehensive case. I am glad that a new case will be available each semester!!

[Chapter 20 on Database Marketing] is one of the majore strengths of this text compared to the competition.

Very good package. I especially like the E-Marketing Planning Worksheet, review quizzes, and the PowerPoint presentation. (Good thought in giving the students the full PPP.) (sic)

The test bank is exactly what I prefer. You provide a good mixture of questions in regard to straight definitions vs. application questions, and diversity in True/False, Multiple Choice, and Short Answer. Your test bank is one of the better collections of questions I have seen in a while.

About this edition

• Publisher: South-Western College Pub
• Publication date: 2002
• ISBN 10: 0324113900
• ISBN 13: 9780324113907
• Binding: Paperback
• Edition number: 3
• Number of pages: 626