MKTG13: Principles of Marketing (Record no. 22101)
[ view plain ]
| 000 -LEADER | |
|---|---|
| fixed length control field | 06877nam a22001697a 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 978-0-357-12781-0 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 658.8 |
| 100 ## - MAIN ENTRY--AUTHOR NAME | |
| Personal name | Lamb, Charles |
| 245 ## - TITLE STATEMENT | |
| Title | MKTG13: Principles of Marketing |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication | Boston: |
| Name of publisher | Cengage Learning, |
| Year of publication | 2021 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Number of Pages | vii, 410p.: ill.; 28cm. |
| 500 ## - GENERAL NOTE | |
| General note | TABLE OF CONTENTS: |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Formatted contents note | PART 1. THE WORLD OF MARKETING<br/><br/>1. An Overview of Marketing<br/>1-1. What Is Marketing?<br/>1-2. Marketing Management Philosophies<br/>1-3. Differences between Sales and Market Orientations<br/>1-4. Why Study Marketing?<br/>2. Strategic Planning for Competitive Advantage<br/><br/>2-1. The Nature of Strategic Planning<br/>2-2. Strategic Business Units<br/>2-3. Strategic Alternatives<br/>2-4. Defining the Business Mission<br/>2-5. Conducting a Situation Analysis<br/>2-6. Competitive Advantage<br/>2-7. Setting Marketing Plan Objectives<br/>2-8. Describing the Target Market<br/>2-10. Following Up on the Marketing Plan<br/>2-11. Effective Strategic Planning<br/><br/>3. Ethics and Social Responsibility<br/>3-1. Determinants of a Civil Society<br/>3-2. The Concept of Ethical Behavior<br/>3-3. Ethical Behavior in Business<br/>3-4. Corporate Social Responsibility<br/>3-5. Arguments For and Against Social Responsibility<br/>3-6. Cause-Related Marketing<br/><br/>4. The Marketing Environment<br/>4-1. The External Marketing Environment<br/>4-2. Social Factors<br/>4-3. Demographic Factors<br/>4-4. Growing Ethnic Markets<br/>4-5. Economic Factors<br/>4-6. Technology and Innovation<br/>4-7. Political and Legal Factors<br/>4-8. Competitive Factors<br/><br/>5. Developing a Global Vision<br/>5-1. Rewards of Global Marketing and the Shifting Global Business Landscape<br/>5-2. Multinational Firms<br/>5-3. External Environment Faced by Global Marketers<br/>5-4. Global Marketing by the Individual Firm<br/>5-5. The Global Marketing Mix<br/>5-6. The Impact of the Internet<br/>PART 2. ANALYZING MARKET OPPORTUNITIES<br/>6. Consumer Decision Making<br/>6-1. The Importance of Understanding Consumer Behavior<br/>6-2. The Traditional Consumer Decision-Making Process<br/>6-3. Postpurchase Behavior<br/>6-4. Types of Consumer Buying Decisions and Consumer Involvement<br/>6-5. Reconceptualizing the Consumer Decision-Making Process<br/>6-6. Cultural Influences on Consumer Buying Decisions<br/>6-7. Social Influences on Consumer Buying Decisions<br/>6-7d. Individual Differences in Susceptibility to Social Influences<br/>6-9. Psychological Influences on Consumer Buying Decisions<br/><br/>7. Business Marketing<br/>7-1. What is Business Marketing?<br/>7-2. Trends in B-to-B Internet Marketing<br/>7-3. Relationship Marketing and Strategic Alliances<br/>7-4. Major Categories of Business Customers<br/>7-5. The North American Industry Classification System<br/>7-6. Business Versus Consumer Markets<br/>7-7. Types of Business Products<br/>7-8. Business Buying Behavior<br/><br/>8. Segmenting and Targeting Markets<br/>8-1. Markets and Market Segments<br/>8-2. The Importance of Market Segmentation<br/>8-3. Criteria for Successful Segmentation<br/>8-4. Bases for Segmenting Consumer Markets<br/>8-5. Bases for Segmenting Business Markets<br/>8-6. Steps in Segmenting a Market<br/>8-7. Strategies for Selecting Target Markets<br/>8-8. CRM as a Targeting Tool<br/>8-9. Positioning<br/><br/>9. Marketing Research<br/>9-1. The Role of Marketing Research<br/>9-2. Steps in a Marketing Research Project<br/>9-3. The Profound Impact of the Internet and Smart Devices on Marketing Research<br/>9-4. The Growing Importance of Mobile Research<br/>9-5. Scanner-Based Research<br/>9-6. When Should Marketing Research be Conducted?<br/>9-7. Competitive Intelligence<br/><br/>PART 3. PRODUCT DECISIONS<br/><br/>10. Product Concepts<br/>10-1. What is a Product?<br/>10-2. Types of Consumer Products<br/>10-3. Product Items, Lines, and Mixes<br/>10-4. Branding<br/>10-5. Packaging<br/>10-6. Global Issues in Branding and Packaging<br/>10-7. Product Warranties<br/><br/>11. Developing and Managing Products<br/>11-1. The Importance of New Products<br/>11-2. The New-Product Development Process<br/>11-3. Why Some Products Succeed and Others Fail<br/>11-4. Global Issues in New-Product Development<br/>11-5. The Spread of New Products<br/>11-6. Product Life Cycles<br/><br/>12. Services and Nonprofit Organization Marketing<br/>12-1. The Importance of Services<br/>12-2. How Services Differ from Goods<br/>12-3. Service Quality<br/>12-4. Marketing Mixes for Services<br/>12-5. Relationship Marketing in Services<br/>12-6. Internal Marketing in Service Firms<br/>12-7. Nonprofit Organization Marketing<br/>12-8. Global Issues in Services Marketing<br/>PART 4. DISTRIBUTION DECISIONS<br/>13. Supply Chain Management and Marketing Channels<br/>13-1. Supply Chains and Supply Chain Management<br/>13-2. Supply Chain Integration<br/>13-3. The Key Processes of Supply Chain Management<br/>13-4. Sustainable Supply Chain Management<br/>13-5. The Digitalization of the Supply Chain<br/>13-6. Marketing Channels and Channel Intermediaries<br/>13-7. Channel Structures<br/>13-8. Omnichannel versus Multichannel Marketing<br/><br/>14. Retailing<br/>14-1. The Importance of Retailing<br/>14-2. Types of Retailers And Retail Operations<br/>14-3. The Rise of Nonstore Retailing<br/>14-4. Retail Operations Models<br/>14-5. Executing a Retail Marketing Strategy<br/>14-6. Retailing Decisions For Services<br/>14-7. Addressing Retail Product/Service Failures<br/>14-8. Retailer and Retail Customer Trends and Advancements<br/>PART 5. PROMOTION AND COMMUNICATION STRATEGIES<br/>15. Marketing Communications<br/>15-1. The Role of Promotion in the Marketing Mix<br/>15-2. Marketing Communication<br/>15-3. The Goals of Promotion<br/>15-4. The Promotional Mix<br/>15-5. Promotional Goals and the Aida Concept<br/>15-6. Integrated Marketing Communications<br/>15-7. Factors Affecting the Promotional Mix<br/><br/>16. Advertising, Public Relations, and Sales Promotion<br/>16-1. The Effects of Advertising<br/>16-2. Major Types of Advertising<br/>16-3. Creative Decisions in Advertising<br/>16-4. Media Decisions in Advertising<br/>16-5. Public Relations<br/>16-6. Sales Promotion<br/><br/>17. Personal Selling and Sales Management<br/>17-1. The Sales Environment<br/>17-2. Personal Selling<br/>17-3. Technology’s Impact on Selling<br/>17-4. Relationship Selling<br/>17-5. Steps in the Selling Process<br/>17-6. Sales Management<br/>17-7. Customer Relationship Management and the Sales Process<br/><br/>18. Social Media and Marketing<br/>18-1. What Are Social Media?<br/>18-2. Creating and Leveraging A Social Media Campaign<br/>18-3. Evaluation and Measurement of Social Media<br/>18-4. Social Behavior of Consumers<br/>18-5. Social Media Tools: Consumer- and Corporate-Generated Content<br/>18-6. Social Media and Mobile Technology<br/>18-7. The Social Media Plan<br/>PART 6. PRICING DECISIONS<br/>19. Pricing Concepts<br/>19-1. The Importance of Price<br/>19-2. Pricing Objectives<br/>19-3. The Demand Determinant of Price<br/>19-4. Dynamic Pricing and the Growing Use of Artificial Intelligence in Setting Prices<br/>19-5. The Cost Determinant of Price<br/>19-6. Other Determinants of Price<br/>19-7. How to Set a Price on a Product<br/>19-8. Tactics for Fine-Tuning the Base Price<br/>19-9. The Legality of Price Strategy<br/>Appendix<br/><br/> |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Hair, Joe |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | McDaniel, Carl |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | Books |
| Withdrawn status | Lost status | Damaged status | Not for loan | Collection code | Permanent Location | Current Location | Shelving location | Date acquired | Source of acquisition | Full call number | Accession Number | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Non-fiction | IFM Main Campus Library | IFM Main Campus Library | Work Room processing | 10/01/2024 | Purchase | 658.8 LAM | 0000030564 | 10/08/2025 | Books | ||||
| Non-fiction | IFM Main Campus Library | IFM Main Campus Library | Work Room processing | 10/01/2024 | Purchase | 658.8 LAM | 0000030565 | 10/08/2025 | Books | ||||
| Non-fiction | IFM Main Campus Library | IFM Main Campus Library | Work Room processing | 10/01/2024 | Purchase | 658.8 LAM | 0000030566 | 10/08/2025 | Books |