ESSENTIALS OF MARKETING "takes you there"--helping you achieve complete marketing success--by delivering the best the market has to offer: cutting-edge coverage, powerful learning tools, captivating examples, and innovative applications that ensure that you not only understand marketing concepts but also know how to effectively apply them to real-world practice. Packed with choices, the book offers unequaled flexibility and exceptional tools to meet a variety of learning styles.
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Book Description
Editorial Reviews
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. --This text refers to an out of print or unavailable edition of this title.
[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. --This text refers to an out of print or unavailable edition of this title.
About the Author
Charles W. Lamb has authored or coauthored 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 Chancellors Award for Distinguished Research and Creative Activity at TCU. This is the highest honor that the university bestows on its faculty. Other key honors he has received include the M.J. Neeley School of Business Research Award, selection as a Distinguished Fellow of the Academy of Marketing Science and a Fellow of the Southwestern Marketing Association.
Joseph F. Hair is a member of the American Marketing Association, Academy of Marketing Science, Southern Marketing Association and Southwestern Marketing Association. He has authored 30 books, monographs, and cases, and over 60 articles in scholarly journals. He serves on the editorial review boards of several journals and was the 2004 recipient of the Academy of Marketing Science Excellence in Teaching Award. Hair serves as a consultant to many businesses.
Carl McDaniel is a retired professor of marketing at the University of Texas Arlington, where he was chairman of the Marketing Department for twenty-two years. He is the recipient of several awards for outstanding teaching. McDaniel also has been District Sales Manager for Southwestern Bell Telephone Company. Currently, he serves as a board member of the North Texas Higher Education Authority and is a member of the American Marketing Association, Academy of Marketing Science, Southern Marketing Association, Southwestern Marketing Association, and Western Marketing Association. --This text refers to an out of print or unavailable edition of this title.
Joseph F. Hair is a member of the American Marketing Association, Academy of Marketing Science, Southern Marketing Association and Southwestern Marketing Association. He has authored 30 books, monographs, and cases, and over 60 articles in scholarly journals. He serves on the editorial review boards of several journals and was the 2004 recipient of the Academy of Marketing Science Excellence in Teaching Award. Hair serves as a consultant to many businesses.
Carl McDaniel is a retired professor of marketing at the University of Texas Arlington, where he was chairman of the Marketing Department for twenty-two years. He is the recipient of several awards for outstanding teaching. McDaniel also has been District Sales Manager for Southwestern Bell Telephone Company. Currently, he serves as a board member of the North Texas Higher Education Authority and is a member of the American Marketing Association, Academy of Marketing Science, Southern Marketing Association, Southwestern Marketing Association, and Western Marketing Association. --This text refers to an out of print or unavailable edition of this title.
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Most Helpful Customer Reviews
9 of 10 people found the following review helpful:
5.0 out of 5 stars
Get to the basics without the heavy details,
By John Mason "bookshogun" (Saginaw, TX) - See all my reviews
This review is from: Essentials of Marketing (Paperback)
It seems like marketing books are getting longer and longer, trying to make marketing more and more complicated. It isn't rocket science. Essentials of Marketing goes in the oppositer direction, giving you the basics of things that will work. Covers all phases of the marketing mix and does it with a style that isn't the usual stuffiness. The fact the book is in the 4th edition says it has staying power.
1 of 1 people found the following review helpful:
1.0 out of 5 stars
Wordy and unnecessary,
By Gracelin (New York, NY) - See all my reviews
Amazon Verified Purchase(What's this?)
This review is from: Essentials of Marketing (Paperback)
I am certain that any professor who recommends this book is a sadist of some sort. The book is a laborious read, more so than any other textbook I can remember. At times, I'm positive Lamb is merely dawdling and filling up pages to reach some sort of 30 page chapter quota.
The pro is that there are many things covered in the book, and very extensively. The con is that it is much too extensive, my classmates and I found ourselves skimming through things that were just not necessary. Things that can be explained in a small paragraph at most, take up one and half pages. The authors tend to go on, piling up with multiple facts and situations to the point that the reader no longer remembers what was the purpose of the chapter. And definitions and concepts explained can be easily rewritten to communicate better to students. Another problem is the lack of a chapter summary. In a book this tedious and wordy, it would be extremely helpful to quickly review and refresh everything in the chapters. The authors should have taken their own advice and researched their market, asking what students want, and how to speak to them, because this book is filled with terms and explanations that need clarification.
1 of 1 people found the following review helpful:
4.0 out of 5 stars
Good Basics Intro,
By Jared M. "Jared" (New York) - See all my reviews
This review is from: Essentials of Marketing (Paperback)
This book basically covers it all from basic concepts to how to market a retail chain. It serves as a great into book to marketing and is pretty easy to read along with many graphics and charts. It's sectioned off well enough to grasp particular concepts without having to read the entire book also.
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