Principles of Marketing

by Charles W. Lamb Jr., Joseph F. Hair Jr., Carl D. McDaniel

Book Overview

This book provides readers with a comprehensive introduction to marketing. Features include an Integrated Teaching System; more emphasis on multicultural marketing, globalization, TQM, ethics, small business marketing; and critical thinking cases and experiential exercises.

• Format: Hardcover
• Language: English
• ISBN: 0538829826
• ISBN13: 9780538829823
• Release Date: July 1994
• Publisher: South Western Educational Publishing
• Length: 928 Pages

Customer Reviews

Great transaction

This was the wrong book after all and I don't need it, but it was shipped fast and securely!

Excellent

An excellent book that introduces us to Marketing concepts with the help of various real-life examples. I didn't feel like I was reading a textbook for my class at all. Rather, I felt like I was reading an interesting magazine. I would definately recommend this book. It is awesome!

Very useful for school

I am using it for my thesis on the Music Industry and I find it helpful. 4 P's are so well explained.

A very nice improvement on the 4th Edition

This comprehensive revision of the last edition shows real improvements. Two new chapters are included on Competitive Intelligence and One-to-One Marketing. Both are welcome additions. The Internet chapter is on-line since it would be futile to try and publish on paper about a subject that changes daily. There are severeal references to internet subjects and even some of these do not exist anymore. The books design has been modernized and the cases and real-world stories are very up-to-date. I use this text to teach a Marketing Certificate program at UCSB Extension to International students and they find it very understandable and stimulating.