Marketing: Principles and Perspectives, 4/e (Paperback) (McGraw-Hill/Irwin Series in Marketing)

William Bearden; Thomas Ingram; Raymond LaForge; William Bearden; Thomas Ingram; Raymond LaForge

ISBN 10: 007286057X / ISBN 13: 9780072860573

Published by McGraw-Hill/Irwin, 2003

May have limited writing in cover pages. Pages are unmarked. ~ ThriftBooks: Read More, Spend Less 2.9. Seller Inventory # G007286057XI4N00

Synopsis:

Marketing: Principles and Perspectives, 4e is a cutting edge text. In the first edition, we demonstrated this leading coverage with our strong integration of Integrated Marketing Communication and Direct Marketing. In the second edition we continued our modern coverage by integrating cross-functional teams, customer loyalty, and the Internet / technology. The third edition includes an Internet Marketing chapter and continues to fully integrate the Internet throughout. The authors not only talk about what marketing is, but prepare the students to be marketers by involving them in interactive exercises which strengthen decision making skills. Marketing, 4e offers the latest coverage, quality professor supplements, and an interactive student web tool and still it is approximately $20 less than most principles of marketing competitors. The perspectives approach is present in the fourth edition, however, the over-riding theme concentrates on building customer equity.

About the Authors: 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. Toms 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.

Bibliographic Details

Title: Marketing: Principles and Perspectives, 4/e ...
Publisher: McGraw-Hill/Irwin
Publication Date: 2003
Binding: Paperback
Condition: Very Good
Dust Jacket Condition: No Jacket
Edition: 4th Edition