Marketing principles & perspectives

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Title:

Author:

Bearden, William O., 1945-

ISBN:

9780256218978

Personal Author:

Bearden, William O., 1945-

Edition:

2nd ed.

Publication Information:

Physical Description:

xxxvi, 615 pages : illustrations (some color), color maps ; 29 cm.

Series:

Irwin/McGraw-Hill series in marketing

Irwin/McGraw-Hill series in marketing.

Subject Term:

Marketing -- United States.

Added Author:

Ingram, Thomas N.

LaForge, Raymond W.

Electronic Access:

Table of contents http://catdir.loc.gov/catdir/toc/mh022/97024735.html
Contributor biographical information http://catdir.loc.gov/catdir/bios/mh042/97024735.html
Publisher description http://catdir.loc.gov/catdir/description/mh023/97024735.html

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Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:VGBDX	1:GEN-BOOK	000005378	658.8 BEA	1	Searching... Unknown
Searching... 1:VGCT	1:GEN-BOOK	000039536	6587.8 BEA	1	Searching... Unknown

This text emphasizes integrated marketing communications and focuses on customer loyalty and cross-functional teams, as well as full integration of the Internet. Each chapter opens with an Internet home page of a company, such as Kodak, and discusses how that site is being used to market the company. At the end of each chapter there is an Internet exercise and the text includes global cases, boxed features on using technology, earning customer loyalty and being entrepreneurial.

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