by Charles W. Lamb, Joseph F. Hair, Carl McDaniel · South-Western · tapa dura · ISBN 9780538870115
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«Marketing» is the marketing textbook by Charles W. Lamb, Joseph F. Hair and Carl McDaniel, published by South-Western in hardcover (693 pages, in English).
Structured around the marketing mix, this textbook presents the most recent concepts and theories of the discipline with practical, current examples: internet marketing, marketing plans, customer value, small businesses, global and multicultural marketing, ethics and careers in marketing.
Fourth edition of the work, published in 1997; includes bibliography (pages 653-669) and indexes.
Reference work for university students of business and marketing, as well as for professionals in the sector.
Mathematician; Ph.D. University of Illinois at Urbana-Champaign 1969
