000			02928cam a2200397 a 4500
001			0000030935
003			OCoLC
005			20230921135302.0
008			111025s2013 ohum b a001 0 eng
010			_a2011941854
020			_a9780199079926 _c$65.22
042			_apcc
050	0	0	_aHF5415 _b.L2624 2013
050	0	0	_aHF5415 _b.L2624 2013
100	1		_aLamb, Charles W.
245	1	0	_aMarketing / _cCharles W. Lamb, Joseph F. Hair, Jr., Carl McDaniel, Christo Boshoff, Nic Terblanche, Roger Elliot, HB Klopper.
250			_a15th ed.
260			_aCape Town : _bOxford, _cc2015.
300			_axv, 591 p : _bill ; _c29 cm.
504			_aIncludes bibliographical references and index.
505	0		_aPt. 1 : The world of marketing -- An overview of marketing -- Strategic planning for competitive advantage -- Ethics and social responsibility -- The marketing environment -- Developing a global vision -- Pt. 2 : Analyzing marketing opportunities -- Consumer decision making -- Business marketing -- Segmenting and targeting markets -- Decision support systems and marketing research -- Pt. 3 : Product decisions -- Product concepts -- Developing and managing products -- Services and nonprofit organization marketing -- Pt. 4 : Distribution decisions -- Marketing channels -- Supply chain management -- Retailing -- Pt. 5 : Promotion and communication strategies -- Promotional planning for competitive advantage -- Advertising and public relations -- Sales promotion and personal selling -- Pt. 6 : Pricing concepts -- Setting the right price -- Pt. 7 : Technology-driven marketing -- Customer relationship management (CRM) -- Social media and marketing.
520			_aMarketing, 12th Edition shows you how marketing principles affect your day-to-day life, as well as their significant influence in business decisions. Core topics include the social marketing phenomenon, entrepreneurship, C.R.M., global perspectives, and ethics, as well as in-depth discussions on key tools of the trade, such as metrics and the marketing plan. Intriguing coverage of newsworthy events clarifies the readings and gets you thinking about your own decisions in the consumer marketplace. Loaded with helpful learning features like detailed appendices, cases, vignettes, boxed features, and videos, Marketing, 12th Edition gives you countless opportunities to develop and apply critical-thinking skills as you acquire the marketing knowledge essential for success in the business world.
650		0	_aMarketing.
650		0	_aMarketing _xManagement.
700	1		_aHair, Joseph F.
700	1		_aMcDaniel, Carl D.
700			_aBoshoff, Christo.
700			_aTerblanche, Nic.
700			_aElliot, Roger.
700			_aKlopper, HB.
908			_a190415
913			_aN
989		7	_a20230822095114.0
999			_c7665 _d7665