AUTHORS: Lamb/Hair/McDaniel - ©2012
Achieve marketing success with the best up-to-the-minute coverage of key marketing topics available in this complete, yet brief, ESSENTIALS OF MARKETING, 7E by award-winning instructors and leading authors Lamb/Hair/McDaniel. This edition's fresh, streamlined design focuses on captivating examples and innovative applications that ensure you not only understand marketing concepts, but also know how to effectively apply concepts to actual business practices. This edition now visually illustrates key marketing concepts and showcases the customer experience with an engaging writing style punctuated by the most recent marketing statistics and figures. A new appendix and exercises equip you with the ability to build your own professional marketing plan. Powerful learning tools -- online and within the book -- appeal to a variety of learning styles with lively coverage and a focus on success that's designed to leave you saying, "Now that's marketing!"
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