Marketing - Principles and Perspectives (Hardcover, 2nd Revised edition)

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.

General

Imprint:	Irwin Professional Publishing
Country of origin:	United States
Release date:	August 1997
First published:	September 1997
Authors:	William O. Bearden • Thomas N. Ingram • Raymond W. LaForge
Dimensions:	230 x 213 x 25mm (L x W x T)
Format:	Hardcover
Pages:	672
Edition:	2nd Revised edition
ISBN-13:	978-0-256-21897-8
Categories:	Books > Business & Economics > Business & management > E-commerce Books > Computing & IT > Internet > General Books > Business & Economics > Business & management > Sales & marketing > General
LSN:	0-256-21897-8
Barcode:	9780256218978

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