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Overview

Marketing: Principles and Perspectives is a cutting edge text. In the first edition, we demonstrated this leading coverage with our strong integration of Integrated Marketing Communication and Direct Marketing. In the second edition we continued our modern coverage by integrating cross-functional teams, customer loyalty, and the Internet / technology. The third edition includes an E-Commerce chapter and continues to fully integrate the Internet throughout. The authors not only talk about what marketing is, but prepare the students to be marketers by involving them in interactive exercises which strengthen decision making skills. Marketing, Third Edition offers the latest coverage, quality professor supplements, and an interactive student web tool and still it is approximately $20 less than most principles of marketing competitors.
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Product Details

  • ISBN-13: 9780072461282
  • Publisher: Irwin/McGraw-Hill
  • Publication date: 10/13/2000
  • Edition description: Older Edition
  • Edition number: 3
  • Pages: 640
  • Product dimensions: 8.64 (w) x 10.86 (h) x 0.84 (d)

Meet the Author

Bill Bearden (Ph.D., University of South Carolina) is the NationsBank Professor of Business Administration at the University of South Carolina. Bill has won numerous teaching awards and is on the Editorial Review Boards of numerous journals. His research interests include marketing research and consumer behavior.

Tom Ingram (Ph.D., Georgia State) is Department Chair and Professor of Marketing at Colorado State University. Tom’s previous affiliations include the University of Memphis and the University of Kentucky. Tom has won numerous teaching and research awards, and has been published extensively in professional journals. His research interests include selling and sales management.

Buddy LaForge (DBA, University of Tennessee) is the Brown-Forman Professor of Marketing at the University of Louisville. He is the founding editor of the Marketing Education Review. His work has also been extensively published in journals, and he serves on many boards and advisory councils. His research interests include marketing education and sales management.

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Table of Contents

PART ONE: Marketing in a Dynamic Environment

Chapter One:An Overview Of Contemporary Marketing

Chapter Two:The Global Marketing Environment

Chapter Three:Marketings Strategic Role In The Organization

PART TWO:Buying Behavior

Chapter Four:Consumer Buying Behavior And Decision Making

Chapter Five:Business-To-Business Markets And Buying Behavior

PART THREE:Marketing Research and Market Segmentation

Chapter Six:Marketing Research and Decision Support Systems

Chapter Seven:Market Segmentation and Targeting

PART FOUR:Product and Service Concepts and Strategies

Chapter Eight:Product and Service Concepts

Chapter Nine:Developing New Products and Services

Chapter Ten:Product and Service Strategies

PART FIVE:Pricing Concepts and Strategies

Chapter Eleven:Pricing Concepts

Chapter Twelve:Price Determination and Pricing Strategies

PART SIX:Marketing Channels and Logistics

Chapter Fourteen:Retailing

Chapter Fifteen:Wholesaling and Logistics Management

PART SEVEN:Integrated Marketing Communications

Chapter Sixteen:An Overview of Marketing Communications

Chapter Seventeen:Advertising and Public Relations

Chapter Eighteen:Consumer and Trade Sales Promotion

Chapter Nineteen:Personal Selling And Sales Management

Chapter Twenty:Direct Marketing Communications

PART EIGHT:Electronic Commerce

Chapter Twenty-One:Electronic Commerce

Appendix A:Applications of Mathematical and Financial Tools to Marketing Decisions

Appendix B:Developing a Marketing Plan
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