Marketing: Principles and Perspectives / Edition 1

Marketing: Principles and Perspectives / Edition 1

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

ISBN-10: 025611319X

ISBN-13: 9780256113198

Pub. Date: 10/28/1994

Publisher: McGraw-Hill Companies, The

Marketing: Principles and Perspectives, 5e is a cutting edge text. In the first four editions, we demonstrated this leading coverage with our strong integration of Integrated Marketing Communication, cross-functional teams, and integration of the Internet throughout. The authors not only talk about what marketing is, but prepare students to be marketers by

Overview

Marketing: Principles and Perspectives, 5e is a cutting edge text. In the first four editions, we demonstrated this leading coverage with our strong integration of Integrated Marketing Communication, cross-functional teams, and integration of the Internet throughout. The authors not only talk about what marketing is, but prepare students to be marketers by involving them in interactive exercises which strengthen decision making skills. Marketing, 5e offers the latest coverage and quality supplements, but is still approximately $20 less than most principles of marketing competitors. The perspectives approach is present in the fifth edition; however, the over-riding theme concentrates on building customer equity.

Product Details

ISBN-13:
9780256113198
Publisher:
McGraw-Hill Companies, The
Publication date:
10/28/1994
Series:
Marketing Series
Edition description:
Older Edition
Pages:
631

Table of Contents

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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