Marketing: Principles and Perspectives W/ Powerweb, 4/E (Looseleaf) / Edition 4

Marketing: Principles and Perspectives W/ Powerweb, 4/E (Looseleaf) / Edition 4

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

ISBN-10: 0072860588

ISBN-13: 9780072860580

Pub. Date: 01/31/2003

Publisher: Irwin/McGraw-Hill

Marketing: Principles and Perspectives, 4e 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…  See more details below

Overview

Marketing: Principles and Perspectives, 4e 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 Internet Marketing 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, 4e 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. The perspectives approach is present in the fourth edition, however, the over-riding theme concentrates on building customer equity.

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Product Details

ISBN-13:
9780072860580
Publisher:
Irwin/McGraw-Hill
Publication date:
01/31/2003
Edition description:
Older Edition
Pages:
640
Product dimensions:
8.30(w) x 10.80(h) x 0.90(d)

Table of Contents

Prologue: Yum! Brands

Part One: Marketing in a Dynamic Environment

1.
An Overview of Contemporary Marketing

2.
The Global Marketing Environment

3.
Marketing’s Strategic Role in the Organization

Part Two: Buying Behavior

4.
Consumer Buying Behavior and Decision Making

5.
Business to Business Markets and Buying Behavior

Part Three: Marketing Research and Market Segmentation

6.
Marketing Research and Decision Support Systems

7.
Market Segmentation and Targeting

Part Four: Product and Service Concepts and Strategies

8.
Product and Service Concepts

9.
Developing New Products and Services

10.
Product and Service Strategies

Part Five: Pricing Concepts and Strategies

11.
Pricing Concepts

12.
Price Determination and Pricing Strategies

Part Six: Marketing Channels and Logistics

13.
Marketing Channels

14.
Retailing

15.
Wholesaling and Logistics Management

Part Seven: Integrated Marketing Communications

16.
An Overview of Marketing Communications

17.
Advertising and Public Relations

18. Consumer and Trade Sales Promotion

19.
Personal Selling and Sales Management

20.
Direct Marketing Communications

Appendix A: Developing a Marketing Plan

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

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