Marketing (Seventh Edition)

Book Description
The exciting new edition of Marketing continues the established tradition of adding value far beyond the expectations of students and instructors. Extensive research has been done to ensure this edition provides a comprehensive, up-to-the-minute introduction to the field of marketing. Key principles are illustrated by hundreds of fresh, new examples, while the latest concepts and theories are covered in detail with numerous illustrations. Organized around the marketing mix, this thoroughly revised text provides students with an exhilarating first introduction to the dynamic world of marketing.


About the Author
Charles W. Lamb, Jr., is the M. J. Neeley Professor of Marketing at the M. J. Neeley School of Business, Texas Christian University. He served as chair of the department of Marketing from 1982 to 1988 and again from 1997 to the present. He is currently serving as president-elect of the Academy of Marketing Science. Lamb has authored or co-authored more than a dozen books and anthologies on marketing topics and over 150 articles that have appeared in academic journals and conference proceedings. In 1997, he was awarded the prestigious Chancellor's Award for Distinguished Research and Creative Activity at TCU. This is the highest honor that the university bestows on its faculty. Other key honors he has received include the M.J. Neeley School of Business Research Award, selection as a Distinguished Fellow of the Academy of Marketing Science and a Fellow of the Southwestern marketing Association. Lamb earned an associate degree from Sinclair Community College, a bachelor's degree from Miami University, an MBA from Wright State Universtiy, and a doctorate form Kent State University. He previously served as assistant and associate professor of marketing at Texas A & M University.


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New edition of a text that introduces the key principles of marketing. Lamb (business, Texas Christian U.), Joseph F. Hair (Entrepreneurship Institute, Louisiana State U.) and Carl McDaniel (marketing, U. of Texas) present 20 chapters that discuss the world of marketing; analysis of marketing opportunities; product, distribution, promotion, and pricing decisions; and technology driven marketing. The included CD-ROM features two new video cases, PowerPoint slides, E-Marketing planning worksheets, practice quizzes, and supplemental Competitive Intelligence information, and other material. Annotation c. Book News, Inc., Portland, OR (booknews.com)


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