MKTG5, 5th Edition

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by Lamb Jr., Charles W.;Hair, Joe F.;McDaniel, Carl;
English | 2023 | ISBN: 0170453936 | 406 pages | True PDF | 33.19 MB
MKTG5 offers a unique blended learning solution for instructors and students in introductory marketing subjects, in the university and vocational sectors.

Paving a new way to both teach and learn, MKTG5 is designed to truly connect with today’s busy, digitally focused student. The content in the easy-to-read text with tear-out review cards combines with an optional online component on the MindTap eLearning platform. New content covered in MKTG5 includes marketing and law, and emerging technologies.
What’s New
Content on co-creation and value Content and examples of emerging technologies in marketing in Chapters 5, 10, 11, 12, 13 and all of chapter 16 (Marketing and New Technology)
Content on privacy in data collection
Positioning of marketing strategy – now Chapter 15
Cases and examples pertaining to COVID-19 and its impacts on marketing in Chapters 3, 5, 8, and 9
Marketing analytics appendix available in the optional MindTap course
Features
Fully blended content – introductory-level text with boxed examples and cases relevant to the Asia-Pacific region offering instructors the flexibility to deliver their courses in classrooms, online, or both
The scaffolding of the students’ learning and knowledge allows them to master the marketing building blocks before applying these through the strategies covered in the final chapters, instead of teaching strategy ahead of building blocks
Ethics and law examples provide context for data privacy, increasingly important in marketing
The impact of emerging technologies on marketing is included within chapters, demonstrating how social media is used in the development of marketing strategy, and is complemented with a final chapter rich with contemporary examples
Keeps students engaged with core marketing concepts presented in a succinct, easy-to-read format with stimulating visual cues – tables, diagrams, photos, and icons. Shorter chapters in a modern design present content in a more engaging and accessible format
Provides context for learners with ‘Real World Marketing’ boxes that include case vignettes featuring scenarios from real companies, that demonstrate how chapter concepts are applied in actual situations