Marketing: Principles & Perspectives (Mcgraw Hill/Irwin Series in Marketing)
Type
Book
Authors
ISBN 10
025611319X
ISBN 13
9780256113198
Category
Unknown
[ Browse Items ]
Publication Year
1995
Publisher
Pages
672
Subject
Marketing -- United States.
Description
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. - from Amzon
Number of Copies
1
