Joseph F. Hair Knihy

A comprehensive marketing text organized around the marketing mix and filled with student-oriented, current examples of the latest marketing topics, concepts and technologies.

Focusing on a practical approach to marketing research, this book provides a comprehensive overview of various topics essential for solving business challenges. It emphasizes qualitative research, sample size guidelines, and literature reviews, while also introducing modern techniques like structural modeling and Partial Least Squares Structural Equation Modeling (PLS-SEM). The authors leverage their extensive market research experience to equip students with the necessary tools and skills for maximizing business opportunities.

This book covers the essentials of business research for managers. It includes coverage of the increasing role of knowledge management as well as how to conduct information-gathering activities more effectively in a rapidly changing business environment. Because managers increasingly must make decisions based on almost unlimited information in data warehouses, this text provides substantially more coverage of data analysis than other texts. The authors recognize that most managers will not be data analysts. The straightforward, hands-on approach will make the book particularly successful in teaching advanced undergraduates and MBA students, both traditional and executive.

Table of Contents Part One: THE WORLD OF MARKETING 1. Overview of Marketing. 2. Strategic Planning for Competitive Advantage. 3. Social Responsibility, Ethics, and the Marketing Environment. 4. Developing a Global Vision. Part Two: ANALYZING MARKET OPPORTUNITIES 5. Consumer Decision Making. 6. Business Marketing. 7. Segmenting and Targeting Markets. 8. Decision Support Systems and Marketing Research. Part Three: PRODUCT DECISIONS 9. Product Concepts. 10. Developing and Managing Products. 11. Services and Nonprofit Organization Marketing. Part Four: PLACE (DISTRIBUTION) DECISIONS 12. Marketing Channels and Supply Chain Management. 13. Retailing. Part Five: PROMOTION DECISIONS 14. Integrated Marketing Communication. 15. Advertising and Public Relations. 16. Sales Promotion and Personal Selling. Part Six: PRICING DECISIONS 17. Pricing Concepts. 18. Setting the Right Price. Part Seven: TECHNOLOGY-DRIVEN MARKETING 19. Customer Relationship Management.

Examining your data. Multiple regression analysis. Multiple discriminat analysis. Multivariate analysis of variance. Canonical correlation analysis. Factor analysis. Cluster analysis. Multidimensional scaling. Conjoint analysis. Structural equation modeling

Created through a student-tested, faculty-approved review process with direct input from students and faculty, *MKTG6* is an engaging and accessible solution to accommodate the diverse lifestyles of today's learners. *MKTG6* employs up-to-date, relevant examples from a wide range of independent upstarts and larger companies students love. *MKTG6* also offers a dynamic range of web-based review and testing products to facilitate today's on-the-go lifestyle. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.