Marketing : Principles and Perspectives

Marketing : Principles and Perspectives

by William O. Bearden, Thomas N. Ingram, Raymond W. Laforge
     
 
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

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.

Product Details

ISBN-13:
9780071540438
Publisher:
McGraw-Hill Higher Education
Publication date:
07/01/1999
Edition description:
2ND SPIRAL

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