Marketing: Principles and Perspectives w/Powerweb, 4/e (Paperback)
4th Edition
Published on 16. March 2003
Book
Paperback/Softback
640 pages
978-0-07-286057-3 (ISBN)
Description
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.
More details
Edition
4th edition
Language
English
Place of publication
United States
Publishing group
McGraw-Hill Education - Europe
Dimensions
Height: 277 mm
Width: 218 mm
Thickness: 23 mm
Weight
1315 gr
ISBN-13
978-0-07-286057-3 (9780072860573)
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
Prologue: Yum! Brands Part One: Marketing in a Dynamic Environment 1.An Overview of Contemporary Marketing 2.The Global Marketing Environment 3.Marketing's Strategic Role in the Organization Part Two: Buying Behavior 4.Consumer Buying Behavior and Decision Making 5.Business to Business Markets and Buying Behavior Part Three: Marketing Research and Market Segmentation 6.Marketing Research and Decision Support Systems 7.Market Segmentation and Targeting Part Four: Product and Service Concepts and Strategies 8.Product and Service Concepts 9.Developing New Products and Services 10.Product and Service Strategies Part Five: Pricing Concepts and Strategies 11.Pricing Concepts 12.Price Determination and Pricing Strategies Part Six: Marketing Channels and Logistics 13.Marketing Channels 14.Retailing 15.Wholesaling and Logistics Management Part Seven: Integrated Marketing Communications 16.An Overview of Marketing Communications 17.Advertising and Public Relations 18. Consumer and Trade Sales Promotion 19.Personal Selling and Sales Management 20.Direct Marketing Communications Appendix A: Developing a Marketing Plan Appendix B: Applications of Mathematical and Financial Tools to Marketing Decisions