Marketing : principles & perspectives

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Title:

Marketing : principles & perspectives

Author:

Bearden, William O., 1945-

ISBN:

9780256113198

Personal Author:

Bearden, William O., 1945-

Publication Information:

Physical Description:

xlviii, 631 pages : color illustrations, color map ; 29 cm.

Series:

The Irwin series in marketing

Irwin series in marketing.

Contents:

Marketing in a dynamic environment -- Buying behavior -- Marketing research and market segmentation -- Product and service concepts and strategies -- Pricing concepts and strategies -- Marketing channels and logistics -- Integrated marketing communications -- appendix A. Applications of mathematical and financial tools in marketing decisions -- appendix B. Product marketing plan.

Subject Term:

Marketing -- United States.

Added Author:

Ingram, Thomas N.

LaForge, Raymond W.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:VGBDX	1:GEN-BOOK	000005754	658.8 BEA	1	Searching... Unknown
Searching... 1:VGDBN	1:GEN-BOOK	000014271	658.8 BEA	1	Searching... Unknown
Searching... 1:VGDBN	1:GEN-BOOK	000014272	658.8 BEA	2	Searching... Unknown

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Summary

This introductory text integrates ten key marketing perspectives, implements an IMC approach, and features comments from practicing marketers, including the president of Stuckey's. Color photos and illustrations, chapter learning guides, and sidebars highlight coverage of marketing's role in the organization, the global environment, consumer buying behavior, and marketing communications. Includes case studies, an appendix of mathematical and financial tools in marketing, a sample product marketing plan, and a glossary. Annotation c. by Book News, Inc., Portland, Or.