
Marketing with Student CD-ROM
by Lamb, Charles W.; Hair, Joe F.; McDaniel, CarlBuy New
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Summary
-- "Cross-Functional Connections" feature explores how marketing interacts with other functional areas of a business or organization. It also focuses on marketing's key strategic role within a company.
-- Each chapter is enhanced with compelling, real-time examples of Internet marketing, exposing you to "state-of-the-Web" marketing. There's no better way to evaluate the Internet marketing efforts of a variety of companies than to see it first-hand.
-- "Marketing Miscues" shows how marketing goes awry even at the most successful companies. Often amusing and always interesting, these cases help you avoid making the same mist
Table of Contents
PART 1 The World of Marketing | 1 | (136) | |||
|
4 | (24) | |||
|
28 | (32) | |||
|
60 | (34) | |||
|
94 | (43) | |||
PART 2 Analyzing Marketing Opportunities | 137 | (154) | |||
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140 | (44) | |||
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184 | (28) | |||
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212 | (32) | |||
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244 | (47) | |||
PART 3 Product Decisions | 291 | (84) | |||
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294 | (24) | |||
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318 | (24) | |||
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342 | (33) | |||
PART 4 Distribution Decisions | 375 | (94) | |||
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378 | (44) | |||
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422 | (47) | |||
PART 5 Promotion Decisions | 469 | (102) | |||
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472 | (28) | |||
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500 | (34) | |||
|
534 | (37) | |||
PART 6 Pricing Decisions | 571 | (65) | |||
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574 | (30) | |||
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604 | (32) | |||
PART 7 Technology Driven Marketing | 636 | (47) | |||
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637 | (3) | |||
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640 | (43) | |||
Appendix: Careers in Marketing | 683 | (2) | |||
Glossary | 685 | (14) | |||
Endnotes | 699 | (20) | |||
Company and Organizational Inex | 719 | (10) | |||
Subject Index | 729 | (16) | |||
Internet Index | 745 |
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