Marketing principles - McDaniel, Carl; Lamb, Jr., Charles W.; Hail, Joseph F. (Singapore: Cengage Learning, 2012)
Chapter 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 --6. Consumer Decision Making --7. Business Marketing --8. Segmenting and Targeting Markets --9. Decision Support Systems and Marketing Research --10. Product Concepts --11. Developing and Managing Products --12. Marketing Channels and Supply Chain Management --13. Retailing --14. Marketing Communications and Advertising --15. Public Relations, Sales Promotion, and Personal Selling --16. Pricing Concepts.
Includes glossary and index