Essentials of Marketing - Hardcover

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

Hardcover

ISBN 10: 0538879262 ISBN 13: 9780538879262

Publisher: South-Western College Pub, 1998

Synopsis

Learn the basics of marketing and find out about the "hot topics" affecting marketing and business today. Essentials of Marketing explores the major concepts of marketing including the marketing "mix": product, price, place (distribution), and promotion in this short, easy-to-read book. A special chapter devoted to Internet Marketing appears on the Internet, and a chapter devoted to Competitive Intelligence keeps you up-to-date on this timely and increasingly important business issue. Special entrepreneurship sections throughout the book help you put marketing concepts in the context of the fastest-growing segment of the business world: small business.

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.

About this edition

• Publisher: South-Western College Pub
• Publication date: 1998
• ISBN 10: 0538879262
• ISBN 13: 9780538879262
• Binding: Hardcover
• Edition number: 1
• Number of pages: 502