Marketing: Principles and Perspectives / Edition 5

Marketing: Principles and Perspectives / Edition 5

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

ISBN-10: 0073101206

ISBN-13: 9780073101200

Pub. Date: 12/28/2006

Publisher: McGraw-Hill Companies, The

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…  See more details below

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.

Product Details

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