MKTG

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.

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. 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