Editorial Reviews
Book Description
The exciting new edition of Marketing continues the established tradition of adding value far beyond the expectations of learners. Extensive research has been done to ensure this edition provides a comprehensive, up-to-the-minute introduction to the field of marketing. Key principles are illustrated by hundreds of fresh, new examples, while the latest concepts and theories are covered in detail with numerous illustrations. Organized around the marketing mix, this thoroughly revised text provides students with an exhilarating first introduction to the dynamic world of marketing.
About the Author
Charles W. Lamb, Jr., is the M. J. Neeley Professor of Marketing at the M. J. Neeley School of Business, Texas Christian University. He served as chair of the department of Marketing from 1982 to 1988 and again from 1997 to the present. He is currently serving as president-elect of the Academy of Marketing Science. Joseph Hair is Professor of Marketing at Kennesaw State University. Previously, He held the Alvin C. Copeland Endowed Chair of Franchising and Director, Entrepreneurship Institute, Louisiana State University, and the Phil B. Hardin Chair of Marketing at the University of Mississippi. He has taught graduate and undergraduate marketing and marketing research courses. Carl McDaniel is Professor of Marketing at the University of Texas-Arlington where he has been chairman of the marketing department since 1976. He has been an instructor for more than 20 years and is the recipient of several awards for outstanding teaching. McDaniel has also been a district sales manager for Southwestern Bell Telephone Company. Currently, he serves as a board member of the North Texas Higher Education Authority.
Marketing (with InfoTrac),Charles W. Lamb,Joseph F. Hair,Carl McDaniel,South-Western College Pub,032422155X,Business & Economics,Business / Economics / Finance,Business/Economics,Marketing - General,Business & Economics / Marketing / General
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