Marketing

This 12th edition of an undergraduate marketing textbook contains a new boxed feature on marketing metrics and the math behind them, plus a new chapter on social media and marketing. Updated information on current media is integrated throughout the text. Coverage encompasses product and distribution decisions, promotion and communication strategies, pricing, and technology driven marketing. The layout includes color photos and examples of advertisements, plus color process diagrams, frequent within-chapter review boxes and tables, and margin terms. Several full-page graphic 'anatomy' features illustrate concepts such as the anatomy of a multinational corporation (Starbucks) and the anatomy of a packaging decision (Barbie). Other learning features include global, customer, and ethics boxes, plus chapter-ending review questions, application exercises, and marketing plan exercises. The text also offers online research activities, writing questions, team activities, and case study questions. An appendix provides an annotated marketing plan. Video cases are available online. Lamb is affiliated with Texas Christian University. Annotation c2012 Book News, Inc., Portland, OR (booknews.com)