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MKTG with MindTap

Author(s): Charles W. Lamb | Joe F. Hair | Carl McDaniel

ISBN: 9789355735096

13th Edition

India Release: 2025

₹895

Binding: Paperback

Pages: 464

Trim Size: 279 x 216 mm

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MKTG from 4LTR Press connects students to the principles of marketing—bringing them to life through timely examples showing how they’re applied at the world’s top companies every day.

Shorter, comprehensive chapters in a modern design present content in a more engaging and accessible format that increases the number of students who read the chapter without minimizing coverage for your course.
Tear-Out Review Cards at the back of the Student Editions provide students a portable study tool containing all of the pertinent information for class and test preparation.
To match the updated and high-quality standards of MKTG’s content, MindTap is redesigned with new turn-key, auto-gradable activities to meet today’s student’s needs. Each engaging activity provides feedback and direct eBook links, ensuring performance as they go.
Impact of artificial intelligence on ethical decision making.
The notion of “greenwashing” by some firms in their green marketing campaigns.
We discuss that firms now operate in an environment that is becoming more demographically diverse, with customer needs and expectations more individualized, and the requirements of ethnic groups more distinct. Individual demands such as convenience and personalization along with environmental concerns and social connections have come to the forefront. We explain how firms are meeting these challenges.
Major update on why nations trade and a discussion of absolute and comparative advantage.
New section on the use of tariffs in the current trade wars.
New section on the US-Mexico-Canada trade agreement (USMCA).
New material on Brexit and the E.U.
Expanded discussion of the latest types of marketing research
New section on the consumer mindset, local or global, in price sensitivity.
New section on the use of artificial intelligence in dynamic pricing.
New discussion on clarifying the math of multiple discounts for consumers.
This edition of MKTG provides new and updated, boxed items and examples using brands and companies that are familiar to students.
Statistics are updated and more information on big data and marketing analytics is provided both throughout the text and in a new appendix

Cengage Digital App includes Student PPTs.

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

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.

Joe F. Hair

Joseph Hair is Distinguished Professor of Marketing and Director of the Ph.D. in Business Administration Program at University of South Alabama.

Carl McDaniel

Carl McDaniel is professor emeritus at the University of Texas–Arlington.