Marketing: Principles and Perspectives - Hardcover

Laforge, Raymond W.; Bearden, William O.; Ingram, Thomas N.; Ingram, Thomas; Bearden, William; LaForge, Raymond

9780256269079: Marketing: Principles and Perspectives

Hardcover

ISBN 10: 0256269076 ISBN 13: 9780256269079

Publisher: McGraw-Hill College, 1997

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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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.

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