Marketing, principles & perspectives : principles & perspectives / William O. Bearden.
Series: Mcgraw-hill/irwin series in marketing: Publisher: [S.l.] : Irwin Professional Pub, 2003Edition: 4th edDescription: 596 p. ; 28 cmISBN: 0072539097; 9780072539097DDC classification: 658.8 Online resources: Amazon.com | Amazon customer reviews Summary: "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. The perspectives approach is present in the fifth edition; however, the over-riding theme concentrates on building customer equity.| Item type | Current location | Home library | Call number | Status | Date due | Barcode | Item holds |
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Central Library (CL) | Central Library (CL) | 658.8 BEA (Browse shelf) | Available | NBSD-318 |
Paperback.
"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. The perspectives approach is present in the fifth edition; however, the over-riding theme concentrates on building customer equity.
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