Marketing: Principles and Perspectives (Paperback) with Online Learning Center Premium Content Card + SmartSims
5th Edition
Published on 16. January 2006
Book
Paperback/Softback
978-0-07-322569-2 (ISBN)
Description
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. Marketing, 5e offers the latest coverage and quality supplements, but is still approximately $20 less than most principles of marketing competitors. The perspectives approach is present in the fifth edition; however, the over-riding theme concentrates on building customer equity.
More details
Edition
5th edition
Language
English
Place of publication
United States
Publishing group
McGraw-Hill Education - Europe
Illustrations
Illustrations
Dimensions
Height: 274 mm
Width: 216 mm
Thickness: 21 mm
Weight
1279 gr
ISBN-13
978-0-07-322569-2 (9780073225692)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Persons
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.
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.
Content
Part One: Marketing in a Dynamic Environment1.An Overview of Contemporary Marketing2.The Global Marketing Environment3.Marketing's Strategic Role in the OrganizationPart Two: Buying Behavior4.Consumer Buying Behavior and Decision Making5.Business to Business Markets and Buying BehaviorPart Three: Marketing Research and Market Segmentation6.Marketing Research and Decision Support Systems7.Market Segmentation and TargetingPart Four: Product and Service Concepts and Strategies8.Product and Service Concepts 9.Developing New Products and Services10.Product and Service StrategiesPart Five: Pricing Concepts and Strategies11.Pricing Concepts12.Price Determination and Pricing StrategiesPart Six: Marketing Channels and Logistics13.Marketing Channels14.Retailing15.Wholesaling and Logistics ManagementPart Seven: Integrated Marketing Communications16.An Overview of Marketing Communications17.Advertising and Public Relations18. Consumer and Trade Sales Promotion19.Personal Selling and Sales Management20.Direct Marketing CommunicationsAppendix A: Developing a Marketing Plan Appendix B: Applications of Mathematical and Financial Tools to Marketing Decisions