MKTG (with MindTap, 1 Term Printed Access Card)
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By: Charles W. Lamb, Joe F. Hair, Carl McDaniel
Learn Marketing YOUR Way with MKTG and MindTap! MKTG's easy-reference, paperback textbook presents course content through visually engaging chapters. Read or listen to your textbook, complete assignments, and study, all in one place. Track your scores and stay motivated toward your goals. Whether you have more work to do or are ahead of the curve, you'll know where you need to focus your efforts. And the MindTap Green Dot will charge your confidence along the way. When it's time to study, everything you've flagged or noted can be gathered into a guide you can organize.
AI Overview
Overview of "MKTG (with MindTap, 1 Term Printed Access Card)" by Charles W. Lamb, Joe F. Hair, and Carl McDaniel
Authors and Edition: The book "MKTG" is authored by Charles W. Lamb, Joe F. Hair, and Carl McDaniel. The 14th edition is available, which includes a digital learning solution called MindTap.
Key Themes:
- Practical Application of Marketing Principles: The book focuses on demonstrating the practical application of marketing principles in real-world scenarios. It aims to bridge the gap between classroom learning and the modern marketing industry.
- Strategic Planning: It covers strategic planning for competitive advantage, emphasizing the importance of strategic thinking in marketing.
- Ethics and Social Responsibility: The book discusses ethics and social responsibility in marketing, highlighting the need for ethical practices in business.
- Global Marketing: It explores the concept of developing a global vision, preparing students for the global nature of modern marketing.
- Analyzing Marketing Opportunities: Part II of the book delves into analyzing marketing opportunities, which is crucial for identifying and capitalizing on market opportunities.
Plot Summary: The book is structured into several parts, each focusing on a different aspect of marketing:
Part I: The World of Marketing
- An Overview of Marketing
- Strategic Planning for Competitive Advantage
- Ethics and Social Responsibility
- The Marketing Environment
- Developing a Global Vision
Part II: Analyzing Marketing Opportunities
- Identifying and Analyzing Marketing Opportunities
- Market Research
- Consumer Behavior
- Marketing Information Systems
Part III: Developing Marketing Strategies
- Branding
- Product Development
- Pricing Strategies
- Distribution Channels
Part IV: Marketing Mix and Integrated Marketing Communications
- The Marketing Mix (4Ps)
- Integrated Marketing Communications (IMC)
Part V: Marketing in a Digital Age
- Digital Marketing
- Social Media Marketing
The book provides a comprehensive framework for understanding marketing principles and their practical applications.
Critical Reception: The book has received generally positive reviews from students and educators. Here are some excerpts from reviews:
Positive Reviews:
- Laura Weigand: "I actually learned a lot from this book. It was easier to read than most textbooks." (Source: Goodreads)
- Alisha Brook: "Excellent marketing book, especially for someone new to marketing. The text was set out in a clear, easy-to-read format with colorful pictures, graphs, and tables to aid the text." (Source: Goodreads)
- Rich: "Great book with tons of information in the world of marketing. Really easy to read and has a lot of interesting real-world examples." (Source: Goodreads)
Mixed Reviews:
- Bookreadingnarcissist: "The only useful and informative part of the book was the parts on segmentation. 3/5" (Source: Goodreads)
- David Mattson: "An exciting book to read about getting a product idea begun – known – and out there. This book has much to teach about marketing. I recommend this book to you, even though for me; this book was a textbook." (Source: Goodreads)
Overall, the book is praised for its clear and accessible format, making it easier for students to understand and apply marketing principles. It is recommended for both beginners and those looking to deepen their knowledge in marketing.