MKTG (Pricinciples of Marketing) 14th Edition By Charles Lamb
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- 418
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- 25.34 MB
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- Education
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- eBook[PDF]
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About this ebook
MKTG 14th Edition by Charles W. Lamb, Joe F. Hair, and Carl McDaniel covers core marketing principles across 19 chapters divided into six main parts. [1, 2, 3]
The textbook is organized into the following six key sections, spanning from foundational concepts to pricing strategies: [1]
- Part I: The World of Marketing covers an overview of marketing, strategic planning, ethics and social responsibility, the marketing environment, and global vision (Chapters 1–5). [1]
- Part II: Analyzing Marketing Opportunities explores consumer decision-making, business marketing, market segmentation and targeting, and marketing research (Chapters 6–9). [1]
- Part III: Product Decisions focuses on product concepts, developing and managing products, and marketing for services and nonprofits (Chapters 10–12). [1]
- Part IV: Distribution Decisions examines supply chain management, marketing channels, and retailing (Chapters 13–14). [1]
- Part V: Promotion and Communication Strategies details marketing communications, advertising, public relations, sales promotion, personal selling, sales management, and social media marketing (Chapters 15–18). [1]
- Part VI: Pricing Decisions addresses foundational pricing concepts (Chapter 19). [1]
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