Solution manual for Marketing 12th Edition by Lamb ISBN 111182164X 9781111821647 INSTRUCTOR SOLUTION MANUAL VERSION
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Table of Contants
PART I: THE WORLD OF MARKETING.
1. An Overview of Marketing.
2. Strategic Planning for Competitive Advantage.
Marketing Plan Appendix.
3. Ethics and Social Responsibility.
4. The Marketing Environment.
5. Developing a Global Vision.
PART II: ANALYZING MARKET OPPORTUNITIES.
6. Consumer Decision Making.
7. Business Marketing.
8. Segmenting and Targeting Markets.
9. Decision Support Systems and 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. Marketing Channels.
14. Supply Chain Management.
PART V: PROMOTION AND COMMUNICATIONS STRATEGIES.
16. Promotional Planning for Competitive Advantage.
17. Advertising and Public Relations.
18. Sales Promotion and Personal Selling.
PART VI: PRICING DECISIONS.
19. Pricing Concepts.
20. Setting the Right Price.
PART VII: TECHNOLOGY-DRIVEN MARKETING.
21. Customer Relationship Management (C.R.M.).
22. Social Media and Marketing.