Product Description

ESSENTIALS OF MARKETING "takes you there"--helping you achieve complete marketing success--by delivering the best the market has to offer: cutting-edge coverage, powerful learning tools, captivating examples, and innovative applications that ensure that you not only understand marketing concepts but also know how to effectively apply them to real-world practice. Packed with choices, the book offers unequaled flexibility and exceptional tools to meet a variety of learning styles.

Product Details

• Amazon Sales Rank: #188097 in Books
• Published on: 2008-01-14
• Original language: English
• Number of items: 1
• Binding: Paperback
• 608 pages

Review
A brilliant idea! What is even more exciting is the national competition for the Marketing Plan and the flexibility of assigning it as a comprehensive case. I am glad that a new case will be available each semester!!

[Chapter 20 on Database Marketing] is one of the majore strengths of this text compared to the competition.

Very good package. I especially like the E-Marketing Planning Worksheet, review quizzes, and the PowerPoint presentation. (Good thought in giving the students the full PPP.) (sic)

The test bank is exactly what I prefer. You provide a good mixture of questions in regard to straight definitions vs. application questions, and diversity in True/False, Multiple Choice, and Short Answer. Your test bank is one of the better collections of questions I have seen in a while.

About the Author
Charles W. Lamb has authored or coauthored more than a dozen books and anthologies on marketing topics and over 150 articles that have appeared in academic journals and conference proceedings. In 1997, he was awarded the prestigious Chancellors Award for Distinguished Research and Creative Activity at TCU. This is the highest honor that the university bestows on its faculty. Other key honors he has received include the M.J. Neeley School of Business Research Award, selection as a Distinguished Fellow of the Academy of Marketing Science and a Fellow of the Southwestern Marketing Association.

Joseph F. Hair is a member of the American Marketing Association, Academy of Marketing Science, Southern Marketing Association and Southwestern Marketing Association. He has authored 30 books, monographs, and cases, and over 60 articles in scholarly journals. He serves on the editorial review boards of several journals and was the 2004 recipient of the Academy of Marketing Science Excellence in Teaching Award. Hair serves as a consultant to many businesses.

Carl McDaniel is a professor of marketing at the University of Texas—Arlington, and currently holds courses for the executive MBA program on campus and in China. He was chairman of the marketing department at UTA for thirty-two years. He is the recipient of several awards for outstanding teaching. McDaniel also has been a District Sales Manager for Southwestern Bell Telephone Company and served as a board member of the North Texas Higher Education Authority. He is a member of the American Marketing Association, the Academy of Marketing Science, and the Society for Marketing Advances.

Customer Reviews

Get to the basics without the heavy details
It seems like marketing books are getting longer and longer, trying to make marketing more and more complicated. It isn't rocket science. Essentials of Marketing goes in the oppositer direction, giving you the basics of things that will work. Covers all phases of the marketing mix and does it with a style that isn't the usual stuffiness. The fact the book is in the 4th edition says it has staying power.

Good Basics Intro
This book basically covers it all from basic concepts to how to market a retail chain. It serves as a great into book to marketing and is pretty easy to read along with many graphics and charts. It's sectioned off well enough to grasp particular concepts without having to read the entire book also.

Delivered as advertised...
I ordered this book on line for class and received it within the expected timeframe. The description of the book's condition was accurate, and there were no surprises. I really appreciated the email from the seller when the item was shipped.

I would order from this seller again.