Marketing principles & perspectives
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 bes...
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Boston
McGraw-Hill Education
2007
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| Online Access: | Click Here to View Status and Holdings. |
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Add Tag | Summary: | 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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| Physical Description: | xxxvi, 588 p. ill. 28 cm 1 CD-ROM (4 ¾ in.) |
| Bibliography: | Includes bibliographical references and index |
| ISBN: | 9780071105859 (pbk.) 0071105859 (pbk.) 00730101206 007322569X |
Marketing principles perspectives 
Marketing Principles & Perspectives