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.
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Bill Bearden (Ph.D., University of South Carolina) is the NationsBank Professor of Business Administration at the University of South Carolina. Bill has won numerous teaching awards and is on the Editorial Review Boards of numerous journals. His research interests include marketing research and consumer behavior.
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Book Description Irwin Professional Pub, 2003. Paperback. Book Condition: New. 4th. Bookseller Inventory # DADAX0072539097
Book Description Book Condition: Brand New. Book Condition: Brand New. Bookseller Inventory # 97800725390971.0
Book Description Irwin Professional Pub, 2003. Paperback. Book Condition: New. book. Bookseller Inventory # 0072539097