Marketing / Edition 2

Marketing / Edition 2

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

ISBN-10: 0256269076

ISBN-13: 9780256269079

Pub. Date: 08/28/1997

Publisher: McGraw-Hill Higher Education

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…  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:
9780256269079
Publisher:
McGraw-Hill Higher Education
Publication date:
08/28/1997
Edition description:
Older Edition

Table of Contents

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

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