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Description
Shorter, comprehensive chapters in a modern design present content in a more engaging and accessible format that increases the number of students who read the chapter without minimizing coverage for your course. Review Cards at the back of the Student Editions provide students a portable study tool containing all of the pertinent information for class and test preparation. Impact of artificial intelligence on ethical decision making. The notion of ?greenwashing? by some firms in their green marketing campaigns. We discuss that firms now operate in an environment that is becoming more demographically diverse, with customer needs and expectations more individualized, and the requirements of ethnic groups more distinct. Individual demands such as convenience and personalization along with environmental concerns and social connections have come to the forefront. We explain how firms are meeting these challenges. Major update on why nations trade and a discussion of absolute and comparative advantage. New section on the use of tariffs in the current trade wars. New section on the US-Mexico-Canada trade agreement (USMCA). New material on Brexit and the E.U. Expanded discussion of the latest types of marketing research New section on the consumer mindset, local or global, in price sensitivity. New section on the use of artificial intelligence in dynamic pricing. New discussion on clarifying the math of multiple discounts for consumers. This edition of MKTG provides new and updated, boxed items and examples using brands and companies that are familiar to students. Statistics are updated and more information on big data and marketing analytics is provided both throughout the text and in a new appendix.
Additional Info
| Author | Charles W. Lamb, Joe F. Hair, Carl McDaniel |
| Publisher | Cengage Learning India Private Limited |
| Language | English |
| Binding Type | Paper Back |
| Main Category | Commerce & Business |
| Sub Category | Marketing |
| ISBN13 | 9789355735096 |
| SKU | BK 0204345 |
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