Introduction to marketing:
Gespeichert in:
| Hauptverfasser: | , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Mason, Ohio
Thomson South-Western
2006
|
| Ausgabe: | 8. ed., internat. student ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXV, 736 S. Ill., graph. Darst. |
| ISBN: | 0324323808 |
Internformat
MARC
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| 245 | 1 | 0 | |a Introduction to marketing |c Carl McDaniel ; Charles W. Lamb ; Joseph F. Hair |
| 250 | |a 8. ed., internat. student ed. | ||
| 264 | 1 | |a Mason, Ohio |b Thomson South-Western |c 2006 | |
| 300 | |a XXV, 736 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 4 | |a Marketing | |
| 650 | 4 | |a Marketing |x Management | |
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| 700 | 1 | |a Lamb, Charles W. |d 1944- |e Verfasser |0 (DE-588)137931328 |4 aut | |
| 700 | 1 | |a Hair, Joseph F. |d 1944- |e Verfasser |0 (DE-588)135615828 |4 aut | |
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-014584340 | ||
Datensatz im Suchindex
| _version_ | 1804135038817665024 |
|---|---|
| adam_text | PART1
The World of Marketing 1
1 An Overview of Marketing 4
2 Strategic Planning for Competitive
Advantage 36
3 Social Responsibility, Ethics, and the Marketing
Environment 68
4 Developing a Global Vision 106
PART 2
Analyzing Market Opportunities 147
5 Consumer Decision Making 150
6 Business Marketing 194
7 Segmenting and Targeting Markets 222
8 Decision Support Systems and Marketing
Research 260
PART 3
Product Decisions 303
9 Product Concepts 306
10 Developing and Managing Products 332
11 Services and Nonprofit Organization
Marketing 360
PART 4
Distribution Decisions 389
12 Marketing Channels and Supply Chain
Management 392
13 Retailing 434
PART 5
Promotion Decisions 475
14 Integrated Marketing Communications 478
15 Advertising and Public Relations 508
16 Sales Promotion and Personal Selling 542
PART 6
Pricing Decisions 581
17 Pricing Concepts 584
18 Setting the Right Price 618
PART 7
Technology Driven Marketing 653
19 Internet Marketing 656
20 Customer Relationship Management 658
Glossary 691
Endnotes 702
Index 718
¦ PART1
The World of Marketing 1 Cross Functional Connections: Creating Customer Value
Through Effective Cross functional Interactions 2
1 An Overview of Marketing 4
What Is Marketing? 6
The Concept of Exchange 6
Marketing Management Philosophies 7
Production Orientation 7 Saks Orientation 7
Market Orientation 8 Societal Marketing Orientation 9
Differences Between Sales and Marketing
Orientations 9
The Organization s Focus 10 Customer Value 11 Cus¬
tomer Satisfaction 12 Building Relationships 12 The
Firm s Business 14 Those to Whom the Product Is Di¬
rected 15 The Firm s Primary Goal 16 Tools the Or¬
ganization Uses to Achieve Its Goals 17 A Word of Cau¬
tion 17
Why Study Marketing? 17
Marketing Plays an Important Role in Society 17
Marketing Is Important to Business 18
Marketing Offers Outstanding Career Opportunities 18
Marketing Affects Your Life Every Day 18
Looking Ahead 19
Looking Back 20
Use It Now 20
Review and Applications 20
Terms 21
Exercises 22
Entrepreneurship Case: A Noodefor a New
Generation 23
Watch It 24
Careers in Marketing Appendix 27
2 Strategic Planning for Competitive
Advantage 36
The Nature of Strategic Planning 38
What Is a Marketing Plan? 39
Why Write a Marketing Plan? 39
Marketing Plan Elements 39
Writing the Marketing Plan 40
Defining the Business Mission 41
Setting Marketing Plan Objectives 42
Conducting a Situation Analysis 43
Competitive Advantage 44
Cost Competitive Advantages 44 Product/Service
Differentiation Competitive Advantage 45
Niche Competitive Advantage 46 Building Sustainable
Competitive Advantage 46
Strategic Directions 47
Strategic Alternatives 48 Selecting a Strategic
Alternative 49
Describing the Target Market 50
Target Market Strategy 50
The Marketing Mix 51
Product Strategies 52 Place (Distribution) Strategies 52
Promotion Strategies 52 Pricing Strategies 53
Following Up on the Marketing Plan 53
Implementation 53 Evaluation and Control 54
Effective Strategic Planning 55
Looking Back 55
Use It Now 56
Review and Applications 56
Terms 59
Exercises 60
Entrepreneurship Case: Cirque du Soleil, The Fire
Within 61
Watch It 62
Marketing Plan Appendix 64
3 Social Responsibility, Ethics, and the
Marketing Environment 68
Corporate Social Responsibility 70
Ethical Behavior in Business 71
Morality and Business Ethics 72
Ethical Decision Making 73
Ethical Guidelines 73
The External Marketing Environment 75
Understanding the External Environment 76
Environmental Management 76
Social Factors 77
American Values 77 The Growth of Component
Lifestyles 78 The Changing Role of Families and
Working Women 79
Demographic Factors 80
¦ Generation Y 80 Generation X 81 Baby Boomers:
America s Mass Market 82 Older Consumers:
Not Just Grandparent 82 Americans on the Move 83
Growing Ethnic Markets 83
Marketing to African Americans 84 Marketing to
Hispanic Americans 84 Marketing to Asian
Americans 85 Ethnic and Cultural Diversity 86
Economic Factors 87
Rising Incomes 87 Purchasing Power 88 Inflation 89
Recession 89
Technological Factors 90
Political and Legal Factors 91
Federal Legislation 91 State Laws 93 Regulatory
Agencies 93
Competitive Factors 94
Competition for Market Share and Profits 94
Global Competition 95 The Impact of Terrorism on
Business 95
Looking Back 96
Use It Now 97
Review and Applications 97
Terms 100
Exercises 101
Entrepreneurship Case: Rock Star Games: Caught in
Their Own Vice 102
Watch It 103
4 Developing a Global Vision 106
Rewards of Global Marketing 108
Importance of Global Marketing to the
United States 109
L^ * PART 2
v___^ Analyzing Marketing Opportunities 147
Cross Functional Connections: Information Integration
Facilitates Market Knowledge 148
5 Consumer Decision Making 150
The Importance of Understanding Consumer
Behavior 152
The Consumer Decision Making Process 152
Need Recognition 152 Information Search 154
Evaluation of Alternatives and Purchase 156
Postpurchase Behavior 157
Types of Consumer Buying Decisions and
Consumer Involvement 159
Factors Determining the Level of Consumer
Involvement 160 Marketing Implications
of Involvement 161
TheFear of Trade and Globalization 109
Benefits of Globalization 110
The Impact of Terrorism on Global Trade 111
Multinational Firms 111
Global Marketing Standardization 113
External Environment Facing Global
Marketers 114
Culture 115
Economic and Technological Development 116
Political Structure and Actions 116
Demographic Makeup 121
Natural Resources 122
Global Marketing by the Individual Firm 123
Exporting 123 Licensing 124
Contract Manufacturing 126
Joint Venture 126
Direct Investment 127
The Global Marketing Mix 128
Product and Promotion 128
Place (Distribution) 131
Pricing 133
The Impact of the Internet 135
Looking Back 136
Use It Now 136
Review and Applications 138
Terms 139
Exercises 140
Entrepreneurship Case: MTV: Rocking the
World One Nation At a Time 141
Watch It 142
Part 1 Closing 144
Marketing Miscues: Scholastic Stumbles,
Even with Market Access 144
Critical Thinking Case: Vivendi Universal Games:
Theft of Source Code for Half Life 2 145
Cross Functional Connections Solutions 146
Factors Influencing Consumer
Buying Decisions 162
Cultural Influences on Consumer Buying
Decisions 163
Culture and Values 163 Understanding Culture
Differences 166 Subculture 166 Social Class 168
Social Influences on Consumer Buying
Decisions 170
Reference Groups 170 Opinion Leaders 172
Family 173
Individual Influences on Consumer Buying
Decisions 175
Gender 176 Age and Family Life Cycle Stage 176
Personality, Self Concept, and Lifestyle 177
Psychological Influences on Consumer Buying
Decisions 179
Perception 179 Motivation 182 Learning 183
Beliefs and Attitudes 185
Looking Back 187
Use It Now 188
Review and Applications 188
Terms 190
Exercises 191
Entrepreneurship Case: Bucking the Trend:
Is Family the Next Theme Restaurant ? 192
Watch It 193
6 Business Marketing 194
What Is Business Marketing? 196
Business Marketing on the Internet 196
Three Illustrations 197
Potential Unrealized 198
Relationship Marketing and Strategic
Alliances 199
Strategic Alliances 200
Relationships in Other Cultures 201
Major Categories of Business Customers 202
Producers 202 Resellers 202 Governments 203
Institutions 204
The North American Industry Classification
System 204
Business versus Consumer Markets 206
Demand 206 Purchase Volume 207
Number of Customers 207
Location of Buyers 208
Distribution Structure 208
Nature of Buying 208
Nature of Buying Influence 208
Type of Negotiations 208
Use of Reciprocity 208
Use of Leasing 209
Primary Promotional Method 209
Types of Business Products 209
Major Equipment 209 Accessory Equipment 210
Raw Materials 210 Component Parts 210
Processed Materials 211 Supplies 211
Business Services 211
Business Buying Behavior 212
Buying Centers 212 Evaluative Criteria 213
Buying Situations 214 Business Ethics 215
Customer Service 215
Looking Back 216
Use It Now 216
Review and Applications 216
Terms 218
Exercises 219
Entrepreneurship Case: The Segway Company:
Reinventing the Wheel 220
Watch It 220
7 Segmenting and Targeting Markets 222
Market Segmentation 224
The Importance of Market Segmentation 225
Criteria for Successful Segmentation 225
Bases for Segmenting Consumer Markets 226
Geographic Segmentation 226
Demographic Segmentation 227
Psychographic Segmentation 233
Benefit Segmentation 235
Usage Rate Segmentation 236
Bases for Segmenting Business Markets 237
Company Characteristics 237
Buying Processes 237
Customer Relationship 238
Steps in Segmenting a Market 238
Strategies for Selecting Target Markets 239
Undifferentiated Targeting 240
Concentrated Targeting 241
Multisegment Targeting 242
One to One Marketing 243
Forces Influencing One to One Marketing 244
Increasing Diversity 244 More Demanding, Time Poor
Consumers 244 Decreasing Brand Loyalty 245
Emergence of New Media Alternatives 245 Demand for
Accountability 246 How Have These Trends Influenced
One to One Marketing 246
Privacy Concerns with One to One
Marketing 247
Positioning 249
Perceptual Mapping 249 Positioning Bases 250
Repositioning 251
Looking Back 252
Use It Now 253
Review and Applications 253
Terms 256
Exercises 256
Entrepreneurship Case: Viva Las Vegas 257
Watch It 258
8 Decision Support Systems and Marketing
Research 260
Marketing Decision Support Systems 262
The Role of Marketing Research 263
Management Uses of Marketing Research 263
Steps in a Marketing Research Project 266
Secondary Data 267 The New Age of Secondary
Information: The Internet 268 Planning the Research
Design and Gathering Primary Data 270 Specifying the
Sampling Procedures 277 Collecting the Data 279
Analyzing the Data 279 Preparing and Presenting
the Report 281 Following Up 282
The Profound Impact of the Internet on
Marketing Research 282
Advantages of Internet Surveys 283 Uses of the
Internet by Marketing Researchers 285
Scanner Based Research 289
When Should Marketing Research Be
Conducted? 289
Competitive Intelligence 290
Sources of Competitive Intelligence 291
Looking Back 292
| Use It Now 292
Review and Applications 292
Terms 295
Exercises 295
¦ PART 3
Product Decisions 303 Cross Functional Connections: Crossing Functional Lines in
Speeding Products to Market 304
9 Product Concepts 306
What Is a Product? 308
Types of Consumer Products 308
Convenience Products 308 Shopping Products 309
Specialty Products 310 Unsought Products 310
Product Items, Lines and Mixes 310
Adjustment to Product Items, Lines,
and Mixes 312
Branding 314
Benefits of Branding 314 Branding Strategies 316
Trademarks 319
Packaging 320
Packaging Functions 320 Labeling 323
Universal Product Codes 323 ,
Global Issues in Branding and Packaging 324
Branding 324 Packaging 324
Product Warranties 325
Looking Back 325
Use It Now 326
Review and Applications 326
Terms 328
Exercises 328
Entrepreneurship Case: Finally a Garage
Band that Really Rocks 329
Watch It 330
10 Developing and Managing Products 332
The Importance of New Products 334
Categories of New Products 334
The New Product Development Process 335
New Product Strategy 335 Idea Generation 336
Idea Screening 337 Business Analysis 338
Development 339 Test Marketing 340
Commercialization 342
Global Issues in New Product Development 344
The Spread of New Products 346
Entrepreneurship Case: Cool and How to Find It:
Look Look 296
Watch It 297
Part 2 Closing 300
Marketing Miscues: Remembering the Alamo May Be
Painful for Disney 300 Critical Thinking Case:
Tall Magazine Debuts to the Vertically Gifted Crowd 301
Cross Functional Connections Solutions 302
Diffusion of Innovation 346 Product Characteristics and
the Rate of Adoption 347 Marketing Implications of the
Adoption Process 348
Product Life Cycles 348
Introductory Stage 349 Growth Stage 350
Maturity Stage 350 Decline Stage 351
Implications for Marketing Management 353
Looking Back 353
Use It Now 353
Review and Applications 354
Terms 355
Exercises 355
Entrepreneurship Case: Valvoline: Coming to a Pep
Rally Near You 356
Watch It 357
1 Services and Nonprofit Organization
Marketing 360
The Importance of Services 362
How Services Differ from Goods 363
Intangibility 363 Inseparability 363
Heterogeneity 364 Perishability 364
Service Quality 364
The Gap Model of Service Quality 365
Marketing Mixes for Services 367
Product (Service) Strategy 367
Place (Distribution) Strategy 369
Promotion Strategy 370
Price Strategy 370
Relationship Marketing in
Services 372
Internal Marketing in Service
Firms 374
Global Issues in Services
Marketing 375
Nonprofit Organization
Marketing 375
What Is Nonprofit Organization Marketing? 376
Unique Aspects of Nonprofit Organization Marketing
Strategies 376
Looking Back 380
Use It Now 380
Review It 380
Terms 382
Exercises 382
fMBW Distribution Decisions 389 Cross Functional Connections: Cross Functional Collaboration
in Managing Distribution 390
12 Marketing Channels and Supply Chain
Management 392
Marketing Channels 394
Providing Specialization and Division of Labor 394
Overcoming Discrepancies 394
Providing Contact Efficiency 395
Channel Intermediaries and Their Functions 397
Channel Functions Performed by
Intermediaries 398
Channel Structures 399
Channels for Consumer Products 400
Channels for Business and Industrial Products 401
Alternative Channel Arrangements 402
Supply Chain Management 404
Benefits of Supply Chain Management 405
Making Channel Strategy Decisions 406
Factors Affecting Channel Choice 406
Levels of Distribution Intensity 408
Managing Channel Relationships 410
Channel Power, Control, and Leadership 410
Channel Conflict 410 Channel Partnering 412
Managing the Logistical Components of the
Supply Chain 412
Sourcing and Procurement 413
Production Scheduling 413 Order Processing 415
Inventory Control 415 Warehousing and
Materials Handling 417 Transportation 417
Trends in Supply Chain Management 418
Advanced Computer Technology 418
Outsourcing Logistics Functions 419
Electronic Distribution 420
Channels and Distribution Decisions for Global
Markets 420
Developing Global Marketing Channels 420
Global Logistics and Supply Chain Management 422
Channels and Distribution Decisions for
Services 423
Looking Back 425
Use It Now 425
Entrepreneurship Case: Cast in the Leading Role:
Playbill Shines 383
Watch It 384
Part 3 Closing 386
Marketing Miscues: The Boston Ballet Gets Evicted 386
Critical Thinking Case: Twister Moves The Cool Hip
Dance Version of the Classic Game ofTwister 387
Cross Functional Solutions 388
Review and Applications 426
Terms 429
Exercises 429
Entrepreneurship Case: CarsDirect.com: Driving Car
Buyers to the Internet 431
Watch It 432
Still Shaky 433
13 Retailing 434
The Role of Retailing 436
Classification of Retail Operations 437
Ownership 437 Level of Service 437
Product Assortment 437 Price 438
Major Types of Retail Operations 438
Department Stores 438 Specialty Stores 439
Supermarkets 439 Drugstores 441
Convenience Stores 441 Discount Stores 441
Restaurants 444
Nonstore Retailing 445
Automatic Vending 445 Direct Retailing 446
Direct Marketing 447 Electronic Retailing 448
Franchising 451
Retail Marketing Strategy 453
Defining a Target Market 453
Choosing the Retailing Mix 454
New Developments in Retailing 463
Interactivity 463 M commerce 463
Looking Back 464
Use It Now 464
Review and Applications 464
Terms 466
Exercises 467
Entrepreneurship Case: Best Buy Gives a Whole New
Meaning to Thousands of Possiblities. Get Yours.
468
Part 4 Closing 472
Marketing Miscues: Comic Book Distribution
Methods Define (and Shrink) Audience 472
Critical Thinking Case: Hollywood Refuses easy
Cinema s Distribution Request 473
Cross functional Solutions 474
Cross Functional Connections: Integrating Marketing
Communications for Increased Firm Value 476
14 Integrated Marketing Communications 478
The Role of Promotion in the Marketing Mix
480
The Promotional Mix 481
Advertising 481 Public Relations 481
Sales Promotion 483 Personal Selling 484
Marketing Communication 484
The Communication Process 485
The Communication Process and the Promotional Mix 488
The Goals and Tasks of Promotion 489
Informing 489 Persuading 490 Reminding 490
Promotional Goals and the AIDA Concept 491
AIDA and the Promotional Mix 492
Factors Affecting the Promotional Mix 494
Nature of the Product 494
Stage in the Product Life Cycle 495
Target Market Characteristics 496
Type of Buying Decision 496 Available Funds 496
Push and Pull Strategies 497
Integrated Marketing Communications 498
Looking Back 499
Use It Now 499
Review and Applications 500
Terms 502
Exercises 502
Entrepreneurship Case: Nantucket Nectars:
Blending Marketing Methods for a Juicy Success 504
Watch It 505
15 Advertising and Public Relations 508
The Effects of Advertising 510
Advertising and Market Share 510
The Effects of Advertising on Consumers 511
Major Types of Advertising 512
Institutional Advertising 512
Product Advertising 512
Creative Decisions in Advertising 515
Identifying Product Benefits 516
Developing and Evaluating Advertising Appeals 516
Executing the Message 517
Post Campaign Evaluation 520
Media Decisions in Advertising 521
Media Types 522
Media Selection Considerations 526
Media Scheduling 529
Public Relations 530
Major Public Relations Tools 531
Contents
Managing Unfavorable Publicity 533
Looking Back 534
Use It Now 535
Review and Applications 535
Terms 537
Exercises 537
Entrepreneurship Case:
The Move from TV to TiVo 539
Watch It 540
16 Sales Promotion and Personal Selling 542
Sales Promotion 544
The Objectives of Sales Promotion 544
Tools for Consumer Sales Promotion 545
Coupons and rebates 546
Premiums 547
Loyally Marketing Programs 548
Comtests and Sweepstakes 549
Sampling 549
Point of Purchase Promotion 550
Online Saks Promotion 551
Tools for Trade Sales Promotion 552
Personal Selling 553
Relationship Selling 554
Steps in the Selling Process 556
Generating Leads 557 Qualifying Leads 558
Approaching the Customer and Probing Needs 559
Developing and Proposing Solutions 561
Handling Objections 562 Closing the Sale 563
Following Up 563
Sales Management 564
Defining Saks Goals and the Saks Process 565
Determining the Saks Force Structure 565
Recruiting and Training the Saks Force 566
Compensating and Motivating the Sales Force 567
Evaluating the Saks Force 569
The Impact of Technology on Personal Selling 570
Looking Back 571
Use It Now 571
Review and Applications 571
Terms 574
Exercises 574
Entrepreneurship Case: Varsity Group:
The Campus Bookstore Alternative 575
Watch It 576
Part 5 Closing 578
Marketing Miscues: Who s On First? Not Spiderman! 578
Critical Thinking: Addidas Takes Human Billboards
to New Heights 579 Cross Functional Solutions 580
Cross Functional Connections: Pricing to Satisfy Both Internal
and External Demands 582
17 Pricing Concepts 584
The Importance of Price 586
What Is Price? 586
The Importance of Price to Marketing Managers 586
Pricing Objectives 587
Profit Oriented Pricing Objectives 587
Sales Oriented Pricing Objectives 587
Status Quo Pricing Objectives 590
The Demand Determinant of Price 591
The Nature of Demand 591
Elasticity of Demand 593
The Power of Yield Management Systems 596
The Cost Determinant of Price 597
Markup Pricing 599
Profit Maximization Pricing 600
Break Even Pricing 600
Other Determinants of Price 603
Stages in the Product Life Cycle 603
The Competition 603
Distribution Strategy 604
The Impact of the Internet and Extranets 604
Promotion Strategy 608
Demands of Large Customers 608
The Relationship of Price to Quality 608
Looking Back 610
Use it Now 610
Review and Applications 610
Terms 613
Exercises 613
Entrepreneurship Case:
BSP5 PART 7
m^KJP Technology Driven Marketing 653
Cross Functional Connections: The Facilitating Role of
Technology 654
19 Internet Marketing 656
Chapter 19 is available online at http://aise.
swlearning.com.
20 Customer Relationship Management (CRM) 658
What Is Customer Relationship
Management? 660
The Customer Relationship Management Cycle 660
Implementing a Customer Relationship
HDnet Aims to Redefine Television 614
Watch It 615
18 Setting the Right Price 618
How to Set a Price on a Product 620
Establish Pricing Goals 620 Estimate Demand, Costs
and Profits 620 Choose a Price Strategy 621
The Legality and Ethics of Price Strategy 625
Unfair Trade Practices 625 Price Fixing 625
Price Discrimination 626 Predatory Pricing 626
State Efforts to Drive Down Drug Prices 62 7
Tactics for Fine Tuning the Base Price 628
Discounts, Allowances, Rebates, and Value Pricing 628
Geographic Pricing 631 Other Pricing Tactics 632
Consumer Penalties 637
Product Line Pricing 638
Relationships among Products 638 Joint Costs 638
Pricing during Difficult Economic Times 639
Inflation 639 Recession 641
Looking Back 643
Use it Now 643
Review and Applications 644
Terms 646
Exercises 646
Entrepreneurship Case: Disconnecting Cable
Channels from Pricing Bundles 647
Watch It 648
Part 6 Closing 650
Marketing Miscues: Will Knott s Berry Farm Attract
Visitors, Start a Price War or Decrease Revenue 650
Critical Thinking Case: Apple Bites into Online
Music Sales 651 Cross Functional Solutions 652
Management System 662
Identify Customer Relationships 663
Understand Interactions with the Current
Customer Base 665
Capture Customer Data 667
Store and Intergrate Data 668
Indentifying the Best Customers 670
Data Mining 671
Leverage Customer Information 674
Campaign Management 674 Retaining Loyal Customt
675 Cross Selling Other Products and Services 676
Designing Targeted Marketing Communications 676
Reinforcing Customer Purchase Decisions 677
Inducing Product Trial by New Customers 677
Increasing Effectiveness of Distribution Channel
Marketing 678 Improving Customer Service 679
Privacy Concerns and CRM 679
Looking Back 681
Use It Now 681
Review and Applications 681
Terms 683
Exercises 684
Entrepreneurship Case: Green Hills Farms: Beating
the Big Stores One Customer at a Time 685
Watch It 686
Contents
Part 7 Closing 688
Marketing Miscues: Google in a Trademark Struggle Over
Its Keyword Ads 688
Critical Thinking Case: Will Tickle, Inc., Lead the New
Revolution of Internet Social Networking? 689
Cross Functional Solutions 690
Glossary 691
Endnotes 702
Index 718
|
| adam_txt |
PART1
The World of Marketing 1
1 An Overview of Marketing 4
2 Strategic Planning for Competitive
Advantage 36
3 Social Responsibility, Ethics, and the Marketing
Environment 68
4 Developing a Global Vision 106
PART 2
Analyzing Market Opportunities 147
5 Consumer Decision Making 150
6 Business Marketing 194
7 Segmenting and Targeting Markets 222
8 Decision Support Systems and Marketing
Research 260
PART 3
Product Decisions 303
9 Product Concepts 306
10 Developing and Managing Products 332
11 Services and Nonprofit Organization
Marketing 360
PART 4
Distribution Decisions 389
12 Marketing Channels and Supply Chain
Management 392
13 Retailing 434
PART 5
Promotion Decisions 475
14 Integrated Marketing Communications 478
15 Advertising and Public Relations 508
16 Sales Promotion and Personal Selling 542
PART 6
Pricing Decisions 581
17 Pricing Concepts 584
18 Setting the Right Price 618
PART 7
Technology Driven Marketing 653
19 Internet Marketing 656
20 Customer Relationship Management 658
Glossary 691
Endnotes 702
Index 718
¦ PART1
The World of Marketing 1 Cross Functional Connections: Creating Customer Value
Through Effective Cross functional Interactions 2
1 An Overview of Marketing 4
What Is Marketing? 6
The Concept of Exchange 6
Marketing Management Philosophies 7
Production Orientation 7 Saks Orientation 7
Market Orientation 8 Societal Marketing Orientation 9
Differences Between Sales and Marketing
Orientations 9
The Organization's Focus 10 Customer Value 11 Cus¬
tomer Satisfaction 12 Building Relationships 12 The
Firm's Business 14 Those to Whom the Product Is Di¬
rected 15 The Firm's Primary Goal 16 Tools the Or¬
ganization Uses to Achieve Its Goals 17 A Word of Cau¬
tion 17
Why Study Marketing? 17
Marketing Plays an Important Role in Society 17
Marketing Is Important to Business 18
Marketing Offers Outstanding Career Opportunities 18
Marketing Affects Your Life Every Day 18
Looking Ahead 19
Looking Back 20
Use It Now 20
Review and Applications 20
Terms 21
Exercises 22
Entrepreneurship Case: A Noodefor a New
Generation 23
Watch It 24
Careers in Marketing Appendix 27
2 Strategic Planning for Competitive
Advantage 36
The Nature of Strategic Planning 38
What Is a Marketing Plan? 39
Why Write a Marketing Plan? 39
Marketing Plan Elements 39
Writing the Marketing Plan 40
Defining the Business Mission 41
Setting Marketing Plan Objectives 42
Conducting a Situation Analysis 43
Competitive Advantage 44
Cost Competitive Advantages 44 Product/Service
Differentiation Competitive Advantage 45
Niche Competitive Advantage 46 Building Sustainable
Competitive Advantage 46
Strategic Directions 47
Strategic Alternatives 48 Selecting a Strategic
Alternative 49
Describing the Target Market 50
Target Market Strategy 50
The Marketing Mix 51
Product Strategies 52 Place (Distribution) Strategies 52
Promotion Strategies 52 Pricing Strategies 53
Following Up on the Marketing Plan 53
Implementation 53 Evaluation and Control 54
Effective Strategic Planning 55
Looking Back 55
Use It Now 56
Review and Applications 56
Terms 59
Exercises 60
Entrepreneurship Case: Cirque du Soleil, The Fire
Within 61
Watch It 62
Marketing Plan Appendix 64
3 Social Responsibility, Ethics, and the
Marketing Environment 68
Corporate Social Responsibility 70
Ethical Behavior in Business 71
Morality and Business Ethics 72
Ethical Decision Making 73
Ethical Guidelines 73
The External Marketing Environment 75
Understanding the External Environment 76
Environmental Management 76
Social Factors 77
American Values 77 The Growth of Component
Lifestyles 78 The Changing Role of Families and
Working Women 79
Demographic Factors 80
¦ Generation Y 80 Generation X 81 Baby Boomers:
America's Mass Market 82 Older Consumers:
Not Just Grandparent 82 Americans on the Move 83
Growing Ethnic Markets 83
Marketing to African Americans 84 Marketing to
Hispanic Americans 84 Marketing to Asian
Americans 85 Ethnic and Cultural Diversity 86
Economic Factors 87
Rising Incomes 87 Purchasing Power 88 Inflation 89
Recession 89
Technological Factors 90
Political and Legal Factors 91
Federal Legislation 91 State Laws 93 Regulatory
Agencies 93
Competitive Factors 94
Competition for Market Share and Profits 94
Global Competition 95 The Impact of Terrorism on
Business 95
Looking Back 96
Use It Now 97
Review and Applications 97
Terms 100
Exercises 101
Entrepreneurship Case: Rock Star Games: Caught in
Their Own Vice 102
Watch It 103
4 Developing a Global Vision 106
Rewards of Global Marketing 108
Importance of Global Marketing to the
United States 109
L^ * PART 2
v_^ Analyzing Marketing Opportunities 147
Cross Functional Connections: Information Integration
Facilitates Market Knowledge 148
5 Consumer Decision Making 150
The Importance of Understanding Consumer
Behavior 152
The Consumer Decision Making Process 152
Need Recognition 152 Information Search 154
Evaluation of Alternatives and Purchase 156
Postpurchase Behavior 157
Types of Consumer Buying Decisions and
Consumer Involvement 159
Factors Determining the Level of Consumer
Involvement 160 Marketing Implications
of Involvement 161
TheFear of Trade and Globalization 109
Benefits of Globalization 110
The Impact of Terrorism on Global Trade 111
Multinational Firms 111
Global Marketing Standardization 113
External Environment Facing Global
Marketers 114
Culture 115
Economic and Technological Development 116
Political Structure and Actions 116
Demographic Makeup 121
Natural Resources 122
Global Marketing by the Individual Firm 123
Exporting 123 Licensing 124
Contract Manufacturing 126
Joint Venture 126
Direct Investment 127
The Global Marketing Mix 128
Product and Promotion 128
Place (Distribution) 131
Pricing 133
The Impact of the Internet 135
Looking Back 136
Use It Now 136
Review and Applications 138
Terms 139
Exercises 140
Entrepreneurship Case: MTV: Rocking the
World One Nation At a Time 141
Watch It 142
Part 1 Closing 144
Marketing Miscues: Scholastic Stumbles,
Even with Market Access 144
Critical Thinking Case: Vivendi Universal Games:
Theft of Source Code for Half Life 2 145
Cross Functional Connections Solutions 146
Factors Influencing Consumer
Buying Decisions 162
Cultural Influences on Consumer Buying
Decisions 163
Culture and Values 163 Understanding Culture
Differences 166 Subculture 166 Social Class 168
Social Influences on Consumer Buying
Decisions 170
Reference Groups 170 Opinion Leaders 172
Family 173
Individual Influences on Consumer Buying
Decisions 175
Gender 176 Age and Family Life Cycle Stage 176
Personality, Self Concept, and Lifestyle 177
Psychological Influences on Consumer Buying
Decisions 179
Perception 179 Motivation 182 Learning 183
Beliefs and Attitudes 185
Looking Back 187
Use It Now 188
Review and Applications 188
Terms 190
Exercises 191
Entrepreneurship Case: Bucking the Trend:
Is "Family " the Next Theme Restaurant ? 192
Watch It 193
6 Business Marketing 194
What Is Business Marketing? 196
Business Marketing on the Internet 196
Three Illustrations 197
Potential Unrealized 198
Relationship Marketing and Strategic
Alliances 199
Strategic Alliances 200
Relationships in Other Cultures 201
Major Categories of Business Customers 202
Producers 202 Resellers 202 Governments 203
Institutions 204
The North American Industry Classification
System 204
Business versus Consumer Markets 206
Demand 206 Purchase Volume 207
Number of Customers 207
Location of Buyers 208
Distribution Structure 208
Nature of Buying 208
Nature of Buying Influence 208
Type of Negotiations 208
Use of Reciprocity 208
Use of Leasing 209
Primary Promotional Method 209
Types of Business Products 209
Major Equipment 209 Accessory Equipment 210
Raw Materials 210 Component Parts 210
Processed Materials 211 Supplies 211
Business Services 211
Business Buying Behavior 212
Buying Centers 212 Evaluative Criteria 213
Buying Situations 214 Business Ethics 215
Customer Service 215
Looking Back 216
Use It Now 216
Review and Applications 216
Terms 218
Exercises 219
Entrepreneurship Case: The Segway Company:
Reinventing the Wheel 220
Watch It 220
7 Segmenting and Targeting Markets 222
Market Segmentation 224
The Importance of Market Segmentation 225
Criteria for Successful Segmentation 225
Bases for Segmenting Consumer Markets 226
Geographic Segmentation 226
Demographic Segmentation 227
Psychographic Segmentation 233
Benefit Segmentation 235
Usage Rate Segmentation 236
Bases for Segmenting Business Markets 237
Company Characteristics 237
Buying Processes 237
Customer Relationship 238
Steps in Segmenting a Market 238
Strategies for Selecting Target Markets 239
Undifferentiated Targeting 240
Concentrated Targeting 241
Multisegment Targeting 242
One to One Marketing 243
Forces Influencing One to One Marketing 244
Increasing Diversity 244 More Demanding, Time Poor
Consumers 244 Decreasing Brand Loyalty 245
Emergence of New Media Alternatives 245 Demand for
Accountability 246 How Have These Trends Influenced
One to One Marketing 246
Privacy Concerns with One to One
Marketing 247
Positioning 249
Perceptual Mapping 249 Positioning Bases 250
Repositioning 251
Looking Back 252
Use It Now 253
Review and Applications 253
Terms 256
Exercises 256
Entrepreneurship Case: Viva Las Vegas 257
Watch It 258
8 Decision Support Systems and Marketing
Research 260
Marketing Decision Support Systems 262
The Role of Marketing Research 263
Management Uses of Marketing Research 263
Steps in a Marketing Research Project 266
Secondary Data 267 The New Age of Secondary
Information: The Internet 268 Planning the Research
Design and Gathering Primary Data 270 Specifying the
Sampling Procedures 277 Collecting the Data 279
Analyzing the Data 279 Preparing and Presenting
the Report 281 Following Up 282
The Profound Impact of the Internet on
Marketing Research 282
Advantages of Internet Surveys 283 Uses of the
Internet by Marketing Researchers 285
Scanner Based Research 289
When Should Marketing Research Be
Conducted? 289
Competitive Intelligence 290
Sources of Competitive Intelligence 291
Looking Back 292
| Use It Now 292
Review and Applications 292
Terms 295
Exercises 295
¦ PART 3
Product Decisions 303 Cross Functional Connections: Crossing Functional Lines in
Speeding Products to Market 304
9 Product Concepts 306
What Is a Product? 308
Types of Consumer Products 308
Convenience Products 308 Shopping Products 309
Specialty Products 310 Unsought Products 310
Product Items, Lines and Mixes 310
Adjustment to Product Items, Lines,
and Mixes 312
Branding 314
Benefits of Branding 314 Branding Strategies 316
Trademarks 319
Packaging 320
Packaging Functions 320 Labeling 323
Universal Product Codes 323 ,
Global Issues in Branding and Packaging 324
Branding 324 Packaging 324
Product Warranties 325
Looking Back 325
Use It Now 326
Review and Applications 326
Terms 328
Exercises 328
Entrepreneurship Case: Finally a Garage
Band that Really Rocks 329
Watch It 330
10 Developing and Managing Products 332
The Importance of New Products 334
Categories of New Products 334
The New Product Development Process 335
New Product Strategy 335 Idea Generation 336
Idea Screening 337 Business Analysis 338
Development 339 Test Marketing 340
Commercialization 342
Global Issues in New Product Development 344
The Spread of New Products 346
Entrepreneurship Case: Cool and How to Find It:
Look Look 296
Watch It 297
Part 2 Closing 300
Marketing Miscues: Remembering the Alamo May Be
Painful for Disney 300 Critical Thinking Case:
Tall Magazine Debuts to the Vertically Gifted Crowd 301
Cross Functional Connections Solutions 302
Diffusion of Innovation 346 Product Characteristics and
the Rate of Adoption 347 Marketing Implications of the
Adoption Process 348
Product Life Cycles 348
Introductory Stage 349 Growth Stage 350
Maturity Stage 350 Decline Stage 351
Implications for Marketing Management 353
Looking Back 353
Use It Now 353
Review and Applications 354
Terms 355
Exercises 355
Entrepreneurship Case: Valvoline: Coming to a Pep
Rally Near You 356
Watch It 357
1 Services and Nonprofit Organization
Marketing 360
The Importance of Services 362
How Services Differ from Goods 363
Intangibility 363 Inseparability 363
Heterogeneity 364 Perishability 364
Service Quality 364
The Gap Model of Service Quality 365
Marketing Mixes for Services 367
Product (Service) Strategy 367
Place (Distribution) Strategy 369
Promotion Strategy 370
Price Strategy 370
Relationship Marketing in
Services 372
Internal Marketing in Service
Firms 374
Global Issues in Services
Marketing 375
Nonprofit Organization
Marketing 375
What Is Nonprofit Organization Marketing? 376
Unique Aspects of Nonprofit Organization Marketing
Strategies 376
Looking Back 380
Use It Now 380
Review It 380
Terms 382
Exercises 382
fMBW Distribution Decisions 389 Cross Functional Connections: Cross Functional Collaboration
in Managing Distribution 390
12 Marketing Channels and Supply Chain
Management 392
Marketing Channels 394
Providing Specialization and Division of Labor 394
Overcoming Discrepancies 394
Providing Contact Efficiency 395
Channel Intermediaries and Their Functions 397
Channel Functions Performed by
Intermediaries 398
Channel Structures 399
Channels for Consumer Products 400
Channels for Business and Industrial Products 401
Alternative Channel Arrangements 402
Supply Chain Management 404
Benefits of Supply Chain Management 405
Making Channel Strategy Decisions 406
Factors Affecting Channel Choice 406
Levels of Distribution Intensity 408
Managing Channel Relationships 410
Channel Power, Control, and Leadership 410
Channel Conflict 410 Channel Partnering 412
Managing the Logistical Components of the
Supply Chain 412
Sourcing and Procurement 413
Production Scheduling 413 Order Processing 415
Inventory Control 415 Warehousing and
Materials Handling 417 Transportation 417
Trends in Supply Chain Management 418
Advanced Computer Technology 418
Outsourcing Logistics Functions 419
Electronic Distribution 420
Channels and Distribution Decisions for Global
Markets 420
Developing Global Marketing Channels 420
Global Logistics and Supply Chain Management 422
Channels and Distribution Decisions for
Services 423
Looking Back 425
Use It Now 425
Entrepreneurship Case: Cast in the Leading Role:
Playbill Shines 383
Watch It 384
Part 3 Closing 386
Marketing Miscues: The Boston Ballet Gets Evicted 386
Critical Thinking Case: Twister Moves The Cool Hip
Dance Version of the Classic Game ofTwister 387
Cross Functional Solutions 388
Review and Applications 426
Terms 429
Exercises 429
Entrepreneurship Case: CarsDirect.com: Driving Car
Buyers to the Internet 431
Watch It 432
Still Shaky 433
13 Retailing 434
The Role of Retailing 436
Classification of Retail Operations 437
Ownership 437 Level of Service 437
Product Assortment 437 Price 438
Major Types of Retail Operations 438
Department Stores 438 Specialty Stores 439
Supermarkets 439 Drugstores 441
Convenience Stores 441 Discount Stores 441
Restaurants 444
Nonstore Retailing 445
Automatic Vending 445 Direct Retailing 446
Direct Marketing 447 Electronic Retailing 448
Franchising 451
Retail Marketing Strategy 453
Defining a Target Market 453
Choosing the Retailing Mix 454
New Developments in Retailing 463
Interactivity 463 M commerce 463
Looking Back 464
Use It Now 464
Review and Applications 464
Terms 466
Exercises 467
Entrepreneurship Case: Best Buy Gives a Whole New
Meaning to "Thousands of Possiblities. Get Yours. "
468
Part 4 Closing 472
Marketing Miscues: Comic Book Distribution
Methods Define (and Shrink) Audience 472
Critical Thinking Case: Hollywood Refuses easy
Cinema's Distribution Request 473
Cross functional Solutions 474
Cross Functional Connections: Integrating Marketing
Communications for Increased Firm Value 476
14 Integrated Marketing Communications 478
The Role of Promotion in the Marketing Mix
480
The Promotional Mix 481
Advertising 481 Public Relations 481
Sales Promotion 483 Personal Selling 484
Marketing Communication 484
The Communication Process 485
The Communication Process and the Promotional Mix 488
The Goals and Tasks of Promotion 489
Informing 489 Persuading 490 Reminding 490
Promotional Goals and the AIDA Concept 491
AIDA and the Promotional Mix 492
Factors Affecting the Promotional Mix 494
Nature of the Product 494
Stage in the Product Life Cycle 495
Target Market Characteristics 496
Type of Buying Decision 496 Available Funds 496
Push and Pull Strategies 497
Integrated Marketing Communications 498
Looking Back 499
Use It Now 499
Review and Applications 500
Terms 502
Exercises 502
Entrepreneurship Case: Nantucket Nectars:
Blending Marketing Methods for a Juicy Success 504
Watch It 505
15 Advertising and Public Relations 508
The Effects of Advertising 510
Advertising and Market Share 510
The Effects of Advertising on Consumers 511
Major Types of Advertising 512
Institutional Advertising 512
Product Advertising 512
Creative Decisions in Advertising 515
Identifying Product Benefits 516
Developing and Evaluating Advertising Appeals 516
Executing the Message 517
Post Campaign Evaluation 520
Media Decisions in Advertising 521
Media Types 522
Media Selection Considerations 526
Media Scheduling 529
Public Relations 530
Major Public Relations Tools 531
Contents
Managing Unfavorable Publicity 533
Looking Back 534
Use It Now 535
Review and Applications 535
Terms 537
Exercises 537
Entrepreneurship Case:
The Move from TV to TiVo 539
Watch It 540
16 Sales Promotion and Personal Selling 542
Sales Promotion 544
The Objectives of Sales Promotion 544
Tools for Consumer Sales Promotion 545
Coupons and rebates 546
Premiums 547
Loyally Marketing Programs 548
Comtests and Sweepstakes 549
Sampling 549
Point of Purchase Promotion 550
Online Saks Promotion 551
Tools for Trade Sales Promotion 552
Personal Selling 553
Relationship Selling 554
Steps in the Selling Process 556
Generating Leads 557 Qualifying Leads 558
Approaching the Customer and Probing Needs 559
Developing and Proposing Solutions 561
Handling Objections 562 Closing the Sale 563
Following Up 563
Sales Management 564
Defining Saks Goals and the Saks Process 565
Determining the Saks Force Structure 565
Recruiting and Training the Saks Force 566
Compensating and Motivating the Sales Force 567
Evaluating the Saks Force 569
The Impact of Technology on Personal Selling 570
Looking Back 571
Use It Now 571
Review and Applications 571
Terms 574
Exercises 574
Entrepreneurship Case: Varsity Group:
The Campus Bookstore Alternative 575
Watch It 576
Part 5 Closing 578
Marketing Miscues: Who's On First? Not Spiderman! 578
Critical Thinking: Addidas Takes Human Billboards
to New Heights 579 Cross Functional Solutions 580
Cross Functional Connections: Pricing to Satisfy Both Internal
and External Demands 582
17 Pricing Concepts 584
The Importance of Price 586
What Is Price? 586
The Importance of Price to Marketing Managers 586
Pricing Objectives 587
Profit Oriented Pricing Objectives 587
Sales Oriented Pricing Objectives 587
Status Quo Pricing Objectives 590
The Demand Determinant of Price 591
The Nature of Demand 591
Elasticity of Demand 593
The Power of Yield Management Systems 596
The Cost Determinant of Price 597
Markup Pricing 599
Profit Maximization Pricing 600
Break Even Pricing 600
Other Determinants of Price 603
Stages in the Product Life Cycle 603
The Competition 603
Distribution Strategy 604
The Impact of the Internet and Extranets 604
Promotion Strategy 608
Demands of Large Customers 608
The Relationship of Price to Quality 608
Looking Back 610
Use it Now 610
Review and Applications 610
Terms 613
Exercises 613
Entrepreneurship Case:
BSP5 PART 7
m^KJP Technology Driven Marketing 653
Cross Functional Connections: The Facilitating Role of
Technology 654
19 Internet Marketing 656
Chapter 19 is available online at http://aise.
swlearning.com.
20 Customer Relationship Management (CRM) 658
What Is Customer Relationship
Management? 660
The Customer Relationship Management Cycle 660
Implementing a Customer Relationship
HDnet Aims to Redefine Television 614
Watch It 615
18 Setting the Right Price 618
How to Set a Price on a Product 620
Establish Pricing Goals 620 Estimate Demand, Costs
and Profits 620 Choose a Price Strategy 621
The Legality and Ethics of Price Strategy 625
Unfair Trade Practices 625 Price Fixing 625
Price Discrimination 626 Predatory Pricing 626
State Efforts to Drive Down Drug Prices 62 7
Tactics for Fine Tuning the Base Price 628
Discounts, Allowances, Rebates, and Value Pricing 628
Geographic Pricing 631 Other Pricing Tactics 632
Consumer Penalties 637
Product Line Pricing 638
Relationships among Products 638 Joint Costs 638
Pricing during Difficult Economic Times 639
Inflation 639 Recession 641
Looking Back 643
Use it Now 643
Review and Applications 644
Terms 646
Exercises 646
Entrepreneurship Case: Disconnecting Cable
Channels from Pricing Bundles 647
Watch It 648
Part 6 Closing 650
Marketing Miscues: Will Knott's Berry Farm Attract
Visitors, Start a Price War or Decrease Revenue 650
Critical Thinking Case: Apple Bites into Online
Music Sales 651 Cross Functional Solutions 652
Management System 662
Identify Customer Relationships 663
Understand Interactions with the Current
Customer Base 665
Capture Customer Data 667
Store and Intergrate Data 668
Indentifying the Best Customers 670
Data Mining 671
Leverage Customer Information 674
Campaign Management 674 Retaining Loyal Customt
675 Cross Selling Other Products and Services 676
Designing Targeted Marketing Communications 676
Reinforcing Customer Purchase Decisions 677
Inducing Product Trial by New Customers 677
Increasing Effectiveness of Distribution Channel
Marketing 678 Improving Customer Service 679
Privacy Concerns and CRM 679
Looking Back 681
Use It Now 681
Review and Applications 681
Terms 683
Exercises 684
Entrepreneurship Case: Green Hills Farms: Beating
the Big Stores One Customer at a Time 685
Watch It 686
Contents
Part 7 Closing 688
Marketing Miscues: Google in a Trademark Struggle Over
Its Keyword Ads 688
Critical Thinking Case: Will Tickle, Inc., Lead the New
Revolution of Internet Social Networking? 689
Cross Functional Solutions 690
Glossary 691
Endnotes 702
Index 718 |
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| author | McDaniel, Carl D. 1941- Lamb, Charles W. 1944- Hair, Joseph F. 1944- |
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| dewey-search | 658.8 |
| dewey-sort | 3658.8 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| edition | 8. ed., internat. student ed. |
| format | Book |
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| id | DE-604.BV021263119 |
| illustrated | Illustrated |
| index_date | 2024-07-02T13:42:34Z |
| indexdate | 2024-07-09T20:34:09Z |
| institution | BVB |
| isbn | 0324323808 |
| language | English |
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| spelling | McDaniel, Carl D. 1941- Verfasser (DE-588)128647450 aut Introduction to marketing Carl McDaniel ; Charles W. Lamb ; Joseph F. Hair 8. ed., internat. student ed. Mason, Ohio Thomson South-Western 2006 XXV, 736 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing Marketing Management Marketing (DE-588)4037589-4 gnd rswk-swf Marketing (DE-588)4037589-4 s DE-604 Lamb, Charles W. 1944- Verfasser (DE-588)137931328 aut Hair, Joseph F. 1944- Verfasser (DE-588)135615828 aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014584340&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | McDaniel, Carl D. 1941- Lamb, Charles W. 1944- Hair, Joseph F. 1944- Introduction to marketing Marketing Marketing Management Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4037589-4 |
| title | Introduction to marketing |
| title_auth | Introduction to marketing |
| title_exact_search | Introduction to marketing |
| title_exact_search_txtP | Introduction to marketing |
| title_full | Introduction to marketing Carl McDaniel ; Charles W. Lamb ; Joseph F. Hair |
| title_fullStr | Introduction to marketing Carl McDaniel ; Charles W. Lamb ; Joseph F. Hair |
| title_full_unstemmed | Introduction to marketing Carl McDaniel ; Charles W. Lamb ; Joseph F. Hair |
| title_short | Introduction to marketing |
| title_sort | introduction to marketing |
| topic | Marketing Marketing Management Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing Marketing Management |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014584340&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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