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Described as a faculty- and student-friendly textbook for those majoring in advertising and related fields, MKTG (with Marketing CourseMate with eBook Printed Access Card) is tailored to the changing study patterns of today's readers. One of its best features is the supplementary ‘review sheets' that can be torn out; they make studying for exams and...
Described as a faculty- and student-friendly textbook for those majoring in advertising and related fields, MKTG (with Marketing CourseMate with eBook Printed Access Card) is tailored to the changing study patterns of today's readers. One of its best features is the supplementary ‘review sheets' that can be torn out; they make studying for exams and reviewing on the go much easier (as students don't have to carry the whole book around). This latest edition provides website access to quizzes, flash cards, and other helpful materials. Charles W. Lamb, Joseph F. Hair, and Carl McDaniel have made the text short and on-point, using simple language that even non-Marketing majors will understand. There are many real-world, up-to-date examples to illustrate the concepts. Perhaps the most significant improvement in the fifth edition of MKTG (with Marketing CourseMate with eBook Printed Access Card) – ISBN 9781111528096 is the new chapter on social media. It also discusses the growth of ethnic markets, global marketing, legal and political factors that affect the industry, the changing post-purchase consumer behaviors, online sales promotion, and even pricing concepts. Written for students but definitely useful even for marketing professionals, this quick reference offers fresh materials on creating and leveraging a social media campaign and marketing using mobile technology. Lamb, Hair, and McDaniel likewise offer innovative ideas on developing and managing products, the legality and ethics of price strategy, retailing, branding, segmenting and targeting markets, and more importantly, developing a global vision. This 388-page paperback edition is relevant for university students and industry practitioners who want to brush up on the factors that make a marketing campaign successful.
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