Name: MKTG
ISBN: 9780357929216

footer-resources

container

explore

footer-content

PDP CTAs

footer-menu

zone2

header-menu

owl-v2

main

header-resources

NGL-Cengage-HED logo-White-Yellow Frame-2022.png

cengage:logo

footer

cengage:social

zone1

mindtap

About Us

Investors

Careers

Content Development Philosophy

Accessibility

Cengage Sites

News

NGL Store

Terms of Use

Privacy

Report Piracy

config

zone3

webassign

Best Buy Bundle

Stand Alone Component

Product

Get the Resources You Need

demo-promo-2

Promo

DISCIPLINES

PROGRAMS

Online Learning Platforms

Catalog Brochures (View & Download)

PRODUCTS

Contact a Sales Rep

Get a Quote

Order Information

Request Book Samples and Platform Trials

SALES & ORDERS

Sign In to Products

Training Library

Rostering and Integration Options

Standards Correlations

Blog, Webinars, and Events

RESOURCES

SUPPORT

cengage:icon

Contact-rep-icon.png

cengage:image

cengage:link

cengage:cards

Contact a sales representative

Order-info-icon.png

Get help with your order

Ease-icon.png

Check out our training resources

header

product-detail

cengage:links

Product Detail

pdp-ctas

Principles of Marketing

Marketing

CTE - Business Education

CL Dimensions

Imprint Name

B2B & B2C

MKTG

Employing practical and contemporary real-world examples, Lamb/Hair/McDaniel's MKTG, 14th Edition, effectively engages students and fosters relatable connections to the material. With its easy-to-follow structure, it offers clear explanations of essential concepts, making it valuable for both educators and students. Enhance your ability to provide an effective, comprehensive and engaging learning experience for your students with Lamb/Hair/McDaniel's MKTG, 14th Edition.

Hardcopy textbook for Lamb/Hair/McDaniel's MKTG. Buy direct for hassle-free returns. Included in Cengage Unlimited.

K12 Print + Digital Bundle: MKTG, 14th Student Edition + MindTap, 1-year access

EPACK: MKTG + IAC K12 MT 1YR

K12 Print + Digital Bundle: MKTG, 14th Student Edition + MindTap, 6-year access

EPACK: MKTG + IAC K12 MT 6YR

MKTG, 14th, K12 MindTap (6-year access)

Our online learning platforms are designed to achieve better results. By increasing student engagement, improving teacher productivity, and using assessment to enable differentiation, we support growth. 

With MKTG, 14TH, K12 MINDTAP (6-YEAR ACCESS), our online solution goes further with content from the most trusted sources that not only aligns to your standards & certifications but creates a sense of belonging and inclusion.

IAC K12 MT MKTG 6YR

MKTG, 14th, K12 MindTap (1-year access)

Our online learning platforms are designed to achieve better results. By increasing student engagement, improving teacher productivity and using assessment to enable differentiation, we support growth. 

With MKTG, 14th, K12 MindTap (1-year access), our online solution goes further with content from the most trusted sources that not only aligns to your standards and certifications but creates a sense of belonging and inclusion.

IAC K12 MT MKTG 1YR

Instructor's Companion Website for Lamb/Hair/McDaniel's MKTG

Instructor's Companion Website

Everything you need for your course in one place! This collection of book-specific lecture and class tools is available online via www.cengage.com/login.

INSTR WBS MKTG

Duration

Duration Unit Of Measure

Transaction Type

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.
Endnotes.
Index.
Student/Instructor Review Cards.

MKTG

Publication Details

Formats and Pricing

Get the Resources You Need

Contact a sales representative

Get help with your order

Check out our training resources