Title: MKTG, 11th Edition
Authors: Charles W. Lamb, Joe F. Hair, Carl McDaniel
Publisher: Cengage Learning
Description:
In its 11th edition, “MKTG” offers a comprehensive and contemporary exploration of marketing principles and practices. Authored by Charles W. Lamb, Joe F. Hair, and Carl McDaniel, this textbook provides a thorough understanding of key marketing concepts, strategies, and techniques. From market research and consumer behavior to product development, pricing, promotion, and distribution, the book covers all aspects of marketing with clarity and relevance. With updated content reflecting the latest trends and developments in the field, including digital marketing and social media, the authors equip readers with the knowledge and skills needed to navigate the dynamic marketing landscape. Through real-world examples, case studies, and practical exercises, “MKTG” fosters critical thinking and strategic decision-making in marketing contexts. Whether used in undergraduate courses or as a reference for marketing professionals, this edition serves as an invaluable resource for anyone seeking to understand and excel in the field of marketing.