Marketing, Principles & Perspectives: Principles & Perspectives (Mcgraw-Hill/Irwin Series in Marketing) - Softcover

William O. Bearden

Softcover

ISBN 10: 0072539097 ISBN 13: 9780072539097

Publisher: Irwin Professional Pub, 2003

Synopsis

"Marketing: Principles and Perspectives, 5e" is a cutting edge text. In the first four editions, we demonstrated this leading coverage with our strong integration of Integrated Marketing Communication, cross-functional teams, and integration of the Internet throughout. The authors not only talk about what marketing is, but prepare students to be marketers by involving them in interactive exercises which strengthen decision making skills. The perspectives approach is present in the fifth edition; however, the over-riding theme concentrates on building customer equity.

About this title

About the Author

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.

Tom Ingram (Ph.D., Georgia State) is Department Chair and Professor of Marketing at Colorado State University. Tom’s previous affiliations include the University of Memphis and the University of Kentucky. Tom has won numerous teaching and research awards, and has been published extensively in professional journals. His research interests include selling and sales management.

Buddy LaForge (DBA, University of Tennessee) is the Brown-Forman Professor of Marketing at the University of Louisville. He is the founding editor of the Marketing Education Review. His work has also been extensively published in journals, and he serves on many boards and advisory councils. His research interests include marketing education and sales management.

Edition details

• Publisher: Irwin Professional Pub
• Publication date: 2003
• Language: English
• ISBN 10: 0072539097
• ISBN 13: 9780072539097
• Binding: Paperback
• Edition number: 4
• Number of pages: 596