Marketing: Principles of Marketing, 14th Edition

Lamb/Hair/McDaniel's MKTG, 14th Edition, demonstrates the practical application of marketing principles in real-world scenarios. Relevant and timely examples help students better understand and apply marketing principles. A user-friendly design makes it easy to navigate and comprehend key concepts. By connecting theory to real-life situations, Lamb/Hair/McDaniel's MKTG, 14th Edition, bridges the gap between classroom learning and the modern marketing industry -- helping students recognize the practicality of marketing and develop essential skills for success.

Part I: THE WORLD OF MARKETING.

1. An Overview of Marketing.

2. Strategic Planning for Competitive Advantage.

3. Ethics and Social Responsibility.

4. The Marketing Environment.

5. Developing a Global Vision.

Part II: ANALYZING MARKETING OPPORTUNITIES.

6. Consumer Decision-Making.

7. Business Marketing.

8. Segmenting and Targeting Markets.

9. Marketing Research.

Part III: PRODUCT DECISIONS.

10. Product Concepts.

11. Developing and Managing Products.

12. Services and Nonprofit Organization Marketing.

Part IV: DISTRIBUTION DECISIONS.

13. Supply Chain Management and Marketing Channels.

14. Retailing.

Part V: PROMOTION AND COMMUNICATION STRATEGIES.

15. Marketing Communications.

16. Advertising, Public Relations, and Sales Promotion.

17. Personal Selling and Sales Management.

18. Social Media and Marketing.

Part VI: PRICING DECISIONS.

19. Pricing Concepts.