Marketing, Principles and Perspectives / Edition 4

Marketing, Principles and Perspectives / Edition 4

by William O. Bearden
     
 

ISBN-10: 0072539097

ISBN-13: 9780072539097

Pub. Date: 01/28/2003

Publisher: McGraw-Hill School Education Group

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…  See more details below

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 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,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:
9780072539097
Publisher:
McGraw-Hill School Education Group
Publication date:
01/28/2003
Series:
The McGraw-Hill/Irwin Series in Marketing
Edition description:
4TH
Pages:
596

Table of Contents

PART ONE: Marketing in a Dynamic Environment
Chapter One:An Overview Of Contemporary Marketing
Chapter Two:The Global Marketing Environment
Chapter Three:Marketings Strategic Role In The Organization
PART TWO:Buying Behavior
Chapter Four:Consumer Buying Behavior And Decision Making
Chapter Five:Business-To-Business Markets And Buying Behavior
PART THREE:Marketing Research and Market Segmentation
Chapter Six:Marketing Research and Decision Support Systems
Chapter Seven:Market Segmentation and Targeting
PART FOUR:Product and Service Concepts and Strategies
Chapter Eight:Product and Service Concepts
Chapter Nine:Developing New Products and Services
Chapter Ten:Product and Service Strategies
PART FIVE:Pricing Concepts and Strategies
Chapter Eleven:Pricing Concepts
Chapter Twelve:Price Determination and Pricing Strategies
PART SIX:Marketing Channels and Logistics
Chapter Fourteen:Retailing
Chapter Fifteen:Wholesaling and Logistics Management
(and more...)

Read More

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >