Marketing: Principles and Perspectives / Edition 5

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Overview

Bearden et al. take a cutting edge approach to marketing. This text continues to be a leader in the coverage of the most recent marketing thought. In the first edition, our emphasis on integrated marketing communications (Part 7) and our separate chapter on direct marketing (chapter 21) were the best examples of this competitive advantage. In addition, for the second edition we have added a focus on customer loyalty and cross-functional teams, as well as full integration of the Internet. Bearden not only talks about what marketing is, but prepares the students to be marketers by involving them in interactive exercises which strengthen decision making skills.
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Editorial Reviews

Booknews
This introductory text integrates ten key marketing perspectives, implements an IMC approach, and features comments from practicing marketers, including the president of Stuckey's. Color photos and illustrations, chapter learning guides, and sidebars highlight coverage of marketing's role in the organization, the global environment, consumer buying behavior, and marketing communications. Includes case studies, an appendix of mathematical and financial tools in marketing, a sample product marketing plan, and a glossary. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9780073101200
  • Publisher: McGraw-Hill Companies, The
  • Publication date: 12/28/2006
  • Edition description: New Edition
  • Edition number: 5
  • Pages: 588

Table of Contents

Prologue Levi Strauss & Co.
Part I MARKETING IN A DYNAMIC ENVIRONMENT
Chapter 1 An Overview of Contemporary Marketing
Chapter 2 The Key Marketing Perspectives
Chapter 3 The Global Marketing Environmental
Chapter 4 Marketing’s Strategic Role in the Organization
Part II BUYING BEHAVIOR
Chapter 5 Consumer Buying Behavior and Decision Making
Chapter 6 Business-to-Business Markets and Buying Behavior
Part III MARKETING RESEARCH AND MARKETING SEGMENTATION
Chapter 7 Marketing Research and Decision Support Systems
Chapter 8 Market Segmentation and Targeting
Part IV PRODUCT AND SERVICE CONCEPTS AND STRATEGIES
Chapter 9 Product and Service Concepts
Chapter 10 Developing New Products and Services
Chapter 11 Product and Service Strategies
Part V PRICING CONCEPTS AND STRATEGIES
Chapter 12 Pricing Concepts
Chapter 13 Price Determination and Pricing Strategies
Part VI MARKETING CHANNELS AND LOGISTICS
Chapter 14 Marketing Channels
Chapter 15 Retailing
(and more...)
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