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   Book Info

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Essentials of Marketing  
Author: Charles W. W. Lamb
ISBN: 0324282923
Format: Handover
Publish Date: June, 2005
 
     
     
   Book Review

Book Description
Essentials of Marketing, 4e, continues the tradition of providing comprehensive, up-to-the minute coverage of key marketing topics in a brief text. 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 features a comprehensive supplement package and companion Web site.

Book Info
Third edition continues the tradition of providing comprehensive, up to the minute coverage of key marketing topics in a shorter length. Key principles are illustrated by hundreds of fresh, new examples, while the latest concepts and theories are covered in detail with numerous illustrations, Softcover. CD-ROM included.

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. Lamb has authored or co-authored 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 Chancellor's 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. Lamb earned an associate degree from Sinclair Community College, a bachelor's degree from Miami University, an MBA from Wright State Universtiy, and a doctorate form Kent State University. He previously served as assistant and associate professor of marketing at Texas A & M University.




Essentials of Marketing

FROM THE PUBLISHER

The exciting new edition of Essentials of Marketing continues the established tradition of adding value far beyond the expectations of students and instructors. Extensive research has been done to ensure this brief edition provides an 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 introduction to the dynamic world of marketing.

SYNOPSIS

Emphasizing the analysis of marketing opportunities, product and distribution decisions, and promotion and pricing, this textbook covers the basics of marketing and illustrates major concepts with real-world examples. The authors (professors of marketing and entrepreneurship at Texas Christian University, Louisiana State University, and the University of Texas at Arlington) also discuss ethics, social responsibility, and globalization. Annotation ©2004 Book News, Inc., Portland, OR

     



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