Essentials of Marketing

by Charles W. Lamb Jr., Carl D. McDaniel

Achieve marketing success with the best up-to-the-minute coverage of key marketing topics in this complete, yet brief, ESSENTIALS OF MARKETING, 7E by award-winning authors Lamb/Hair/McDaniel. This edition's fresh, streamlined design focuses on captivating examples and innovative applications that ensure readers not only understand marketing concepts, but also know how to effectively apply concepts to actual business practices. This edition visually illustrates key marketing concepts and showcases the customer experience with an engaging writing style punctuated by the most recent marketing statistics and figures. A new appendix and exercises further prepare readers with the skills to build a professional marketing plan for success.

672 pages, Paperback

First published July 1, 1998

Reviews

[Fahed Al Kerdi · Rating 4 out of 5]

The authors have explained many frameworks and theories in this book, very useful for Chapter 2 in the dissertations and theses.