Essentials of Marketing

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Cengage Learning, Jan 14, 2008 - Business & Economics - 576 pages
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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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Contents

The World of Marketing
1
Analyzing Marketing Opportunities
137
Product and Distribution Decisions
271
Promotion and Pricing Decisions
393
GLOSSARY
506

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About the author (2008)

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 22 years. He is the recipient of several awards for outstanding teaching. McDaniel also has been a 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.

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