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Marketing Principles and Perspectives Loose Leaf

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ISBN-10: 0256218978

ISBN-13: 9780256218978

Edition: 2nd 1998

Authors: William O. Bearden, Thomas N. Ingram, Raymond W. La Forge

List price: $107.81
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Taking a cutting edge approach to merketing, this text continues to emphasise integrated marketing communications, and now focuses on customer loyalty and cross-functional teams, as well as full integration of the Internet.
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Book details

List price: $107.81
Edition: 2nd
Copyright year: 1998
Publisher: McGraw-Hill Higher Education
Binding: Hardcover
Pages: 600
Size: 8.50" wide x 11.25" long x 1.00" tall
Weight: 3.388
Language: English

Prologue Levi Strauss & Co.
Marketing in A Dynamic Environment
An Overview of Contemporary Marketing
The Key Marketing Perspectives
The Global Marketing Environmental
Marketing’s Strategic Role in the Organization
Buying Behavior
Consumer Buying Behavior and Decision Making
Business-to-Business Markets and Buying behavior
Marketing Research and Marketing Segmentation
Marketing Research and Decision Support Systems
Market Segmentation and Targeting
Product and Service Concepts and Strategies
Product and Service Concepts
Developing New Products and Services
Product and Service Strategies
Pricing Concepts and Strategies
Pricing Concepts
Price Determination and Pricing Strategies
Marketing Channels and Logistics
Marketing Channels
Wholesaling and Logistics Management
Integrated Marketing Communications
An Overview of Marketing Communications
Advertising and Public Relations
Consumer and Trade Sales Promotion
Personal Selling and Sales Management
Direct Marketing Communication
Applications of Mathematical and Financial Tools to Marketing Decisions
A Product Marketing Plan: Motorola, Inc.--Platinum Timeless Cellular Phone