Universidade Europeia -

Your cart is empty.
Normal view MARC view ISBD view

MKTG : principles of marketing / Charles Lamb, Joseph Hair, Jr., Carl McDaniel

Main Author Lamb, Charles W., Jr. Coauthor Hair, Joseph F.
McDaniel, Carl, 1941- Edition 13th ed. Publication Boston : Cengage, 2021 Description vii, 410 p. ISBN 9780357127810 Topical name Marketing
Marketing - Gestão CDU 658.8
Tags from this library: No tags from this library for this title. Log in to add tags.
    average rating: 0.0 (0 votes)
Holdings
Item type Current location Call number Status Date due Barcode Item holds
Book Biblioteca IPAM Porto
658.8 LAM 11150 Available 11150
Total holds: 0

Part I: THE WORLD OF MARKETING
1. An Overview of Marketing
2. Strategic Planning for Competitive Advantage
3. Ethics and Social Responsibility
4. The Marketing Environment
5. Developing a Global Vision

Part II: ANALYZING MARKETING OPPORTUNITIES
6. Consumer Decision Making
7. Business Marketing
8. Segmenting and Targeting Markets
9. 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. Supply Chain Management and Marketing Channels
14. Retailing

Part V: PROMOTION AND COMMUNICATION STRATEGIES
15. Marketing Communications
16. Advertising, Public Relations, and Sales Promotion
17. Personal Selling and Sales Management
18. Social Media and Marketing

Part VI: PRICING DECISIONS
19. Pricing Concepts

There are no comments for this item.

Log in to your account to post a comment.