The exciting new edition of Marketing continues the established tradition of adding value far beyond the expectations of the learners. Extensive research has been done to ensure this edition provides a comprehensive, up-to-the-minute introduction to the field of marketing. 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 provides learners with an exhilarating first introduction to the dynamic world of marketing.
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Book Description
Editorial Reviews
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 professor of marketing in the Coles College of Business at Kennesaw State University and has authored 40 books, monographs, and cases, and more than 70 articles in scholarly journals. A highly respected marketing professional, Dr. Hair is a member of the American Marketing Association, Academy of Marketing Science, Southern Marketing Association and Southwestern Marketing Association. 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. Dr. Hair is a consultant to numerous businesses in the food, lodging, healthcare, transportation, banking, utilities, and electronics industries, as well as the U.S. Department of Agriculture and U.S. Department of Interior. He is often asked to provide expert testimony and has developed numerous executive development and management training programs for a wide variety of industries.
Carl McDaniel is a professor of marketing at the University of Texas?Arlington, and currently holds courses for the executive MBA program on campus and in China. He was chairman of the marketing department at UTA for thirty-two years. He is the recipient of several awards for outstanding teaching. McDaniel also has been a District Sales Manager for Southwestern Bell Telephone Company and served as a board member of the North Texas Higher Education Authority. He is a member of the American Marketing Association, the Academy of Marketing Science, and the Society for Marketing Advances.
Joseph F. Hair is professor of marketing in the Coles College of Business at Kennesaw State University and has authored 40 books, monographs, and cases, and more than 70 articles in scholarly journals. A highly respected marketing professional, Dr. Hair is a member of the American Marketing Association, Academy of Marketing Science, Southern Marketing Association and Southwestern Marketing Association. 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. Dr. Hair is a consultant to numerous businesses in the food, lodging, healthcare, transportation, banking, utilities, and electronics industries, as well as the U.S. Department of Agriculture and U.S. Department of Interior. He is often asked to provide expert testimony and has developed numerous executive development and management training programs for a wide variety of industries.
Carl McDaniel is a professor of marketing at the University of Texas?Arlington, and currently holds courses for the executive MBA program on campus and in China. He was chairman of the marketing department at UTA for thirty-two years. He is the recipient of several awards for outstanding teaching. McDaniel also has been a District Sales Manager for Southwestern Bell Telephone Company and served as a board member of the North Texas Higher Education Authority. He is a member of the American Marketing Association, the Academy of Marketing Science, and the Society for Marketing Advances.
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Most Helpful Customer Reviews
7 of 7 people found the following review helpful:
5.0 out of 5 stars
A very nice improvement on the 4th Edition,
By A Customer
This review is from: Marketing (Hardcover)
This comprehensive revision of the last edition shows real improvements. Two new chapters are included on Competitive Intelligence and One-to-One Marketing. Both are welcome additions. The Internet chapter is on-line since it would be futile to try and publish on paper about a subject that changes daily. There are severeal references to internet subjects and even some of these do not exist anymore. The books design has been modernized and the cases and real-world stories are very up-to-date. I use this text to teach a Marketing Certificate program at UCSB Extension to International students and they find it very understandable and stimulating.
6 of 6 people found the following review helpful:
5.0 out of 5 stars
Excellent,
By "aarontx" (Dallas TX) - See all my reviews
This review is from: Marketing (Hardcover)
An excellent book that introduces us to Marketing concepts with the help of various real-life examples. I didn't feel like I was reading a textbook for my class at all. Rather, I felt like I was reading an interesting magazine. I would definately recommend this book. It is awesome!
3 of 3 people found the following review helpful:
5.0 out of 5 stars
Very useful for school,
This review is from: Marketing (Hardcover)
I am using it for my thesis on the Music Industry and I find it helpful. 4 P's are so well explained.
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