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MKTG, 14th Edition

Charles W. Lamb, Joe F. Hair, Carl McDaniel

  • {{checkPublicationMessage('Published', '2024-01-24T00:00:00+0000')}}
Starting At £44.79 See pricing and ISBN options
MKTG 14th Edition by Charles W. Lamb/Joe F. Hair/Carl McDaniel

Overview

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.

Charles W. Lamb

Charles W. Lamb, Jr., served as chair of the Department of Marketing at the M. J. Neeley School of Business from 1982 to 1988 and again from 1997 to 2003. He also served as chair of the Department of Information Systems and Supply Chain Management and is a former president of the Academy of Marketing Science and the Southwestern Marketing Association. Lamb has authored or co-authored more than 30 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, which 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 Fellow of the Southwestern Marketing Association.

Joe F. Hair

Joseph Hair is a Distinguished Professor of Marketing and the Director of the Ph.D. in Business Administration Program at the University of South Alabama. Immediately prior to joining the University of South Alabama, Joe was the Founder and Director of the Kennesaw State University DBA program. He previously held the Alvin C. Copeland Endowed Chair of Franchising and was the Director of the Entrepreneurship Institute at Louisiana State University. Hair also held the Phil B. Hardin Chair of Marketing at the University of Mississippi. He has taught graduate and undergraduate marketing, sales management and marketing research courses. Hair has authored more than 40 books and over 80 articles in scholarly journals. He has also participated on many university committees and chaired numerous departmental task forces. He serves on the editorial review boards of several journals. He is a member of the Academy of Marketing Science, the American Marketing Association, the Society for Marketing Advances, and the Association for Marketing and Healthcare Research. He was selected as the 2011 AMS CUTCO/VECTOR Distinguished Marketing Educator, the 2007 Innovative Marketer of the Year by the Marketing Management Association and the 2004 recipient of the Academy of Marketing Science Excellence in Teaching Award. Hair holds a bachelor's degree in economics, a master's degree in marketing, and a doctorate in marketing, all from the University of Florida. He also serves as a marketing consultant to businesses in a variety of industries ranging from food and retail to financial services, health care, electronics, and the U.S. Departments of Agriculture and Interior.

Carl McDaniel

Carl McDaniel served as a professor emeritus at the University of Texas–Arlington. He chaired the marketing department at UTA for 32 years. Throughout his more than forty-year career, he received several awards for outstanding teaching. McDaniel worked as a district sales manager for Southwestern Bell Telephone Company and served as a board member of the North Texas Higher Education Authority, a billion-dollar financial institution. McDaniel wrote and coauthored over 90 textbooks in marketing and business, in addition to his contributions to MKTG. His research appeared in The Journal of Marketing, the Journal of Business Research, the Journal of the Academy of Marketing Science and the California Management Review. McDaniel was a member of the American Marketing Association. Along with his academic experience, McDaniel co-owned a marketing research firm and served as a senior consultant to the International Trade Centre (ITC) in Geneva, Switzerland, whose mission is to help developing nations increase their exports. McDaniel held a bachelor's degree from the University of Arkansas and a master's degree and doctorate from Arizona State University.
  • This new edition brings updated cases to each chapter, showcasing the importance and relevance of marketing in a variety of business settings. The cases now cover a broader spectrum of company sizes and industries including non-profits, technology, entertainment, apparel and food and beverage.
  • Added coverage of Diversity, Equity, and Inclusion defines DEI and explores its impact on marketing, including topics such as the representation of diverse groups in advertising, the influence of cultural norms on marketing and the responsibility of marketers in promoting diversity and inclusion.
  • This latest edition discusses the global impact of COVID-19 and the rise of e-commerce and digital marketing -- illustrating the dynamic nature of marketing and the importance of staying up-to-date on market changes.
  • Brand new example-driven content promotes practical learning by illustrating marketing concepts in real-world situations.
  • New enhancements include a comprehensive exploration on how artificial intelligence is impacting ethical decision-making and its relevance to classroom discussions.
  • Classroom discussion suggestions address how companies strategize to navigate the complexities of a diverse demographic landscape -- while catering to individualized customer demands, and addressing environmental and social considerations
  • This latest edition covers the significance of both absolute and comparative advantage in the realm of international trade, exploring their real-world applications.
  • The modern design, featuring shorter yet comprehensive chapters, increases student engagement and fosters productive classroom discussions.
  • New MindTap activities supplement classroom discussions and meet the needs of today's students -- making it a valuable resource for instructors.
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.
MindTap
Each MindTap product offers the full, mobile-ready textbook combined with superior and proven learning tools at one affordable price. Students who purchase digital access can add a print option at any time when a print option is available for their course.

This Cengage solution can be seamlessly integrated into most Learning Management Systems (Blackboard, Brightspace by D2L, Canvas, Moodle, and more) but does require a different ISBN for access codes. Please work with your Cengage Learning Consultant to ensure the proper course set up and ordering information. For additional information, please visit the LMS Integration site.

Standalone Digital Access — Ultimate Value

Recommended and most popular

  • ISBN-10: 0357929357
  • ISBN-13: 9780357929353
  • RETAIL £45.00

Textbook Only Options

Traditional eBook and Print Options

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  • ISBN-10: 0357929330
  • ISBN-13: 9780357929339
  • RETAIL £44.79

  • ISBN-10: 0357929217
  • ISBN-13: 9780357929216
  • RETAIL £55.99

  • ISBN-10: 147379837X
  • ISBN-13: 9781473798373
  • RETAIL £80.99

Cengage provides a range of supplements that are updated in coordination with the main title selection. For more information about these supplements, contact your Learning Consultant.

FOR STUDENTS

International MindTap Instant Access for Lamb/Hair/McDaniel's MKTG

ISBN: 9780357929353
International MindTap Instant Access for Lamb/Hair/McDaniel's MKTG, 14th Edition, is the digital learning solution that powers students from memorization to mastery. It gives you complete control of your course -- to provide engaging content, to challenge every individual and to build student confidence. Empower students to accelerate their progress with MindTap. MindTap: Powered by You. MindTap gives you complete ownership of your content and learning experience. Customize the interactive syllabi, emphasize the most important topics and add your own material or notes in the eBook. All online text media materials accessible through this access code are available in EMEA, Latin America, Asia and India only.