Marketing: Principles and Perspectives

Type

Book

Authors

Bearden

ISBN 10

0071180257

ISBN 13

9780071180252

Tags

Marketing, Sales & Selling

Description

In the first edition of this title, strong integration of integrated marketing communication and direct marketing was demonstrated. In the second edition modern coverage was continued 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. This work offers the latest coverage, quality professor supplements, and an interactive student Web tool. - from Amzon

Number of Copies