Marketing Paperback w/PowerWeb Package

by Bearden, William O.; Ingram, Thomas N.; Laforge, Raymond W.

• ISBN13: 9780072461282
• ISBN10: 0072461284
• Edition: 3rd
• Format: Paperback
• Copyright: 2000-10-13
• Publisher: McGraw-Hill/Irwin

Summary

Marketing: Principles and Perspectives 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 E-Commerce 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, Third Edition 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.

Table of Contents

PART ONE: Marketing in a Dynamic Environment

Chapter One:An Overview Of Contemporary Marketing

Chapter Two:The Global Marketing Environment

Chapter Three:Marketings Strategic Role In The Organization

PART TWO:Buying Behavior

Chapter Four:Consumer Buying Behavior And Decision Making

Chapter Five:Business-To-Business Markets And Buying Behavior

PART THREE:Marketing Research and Market Segmentation

Chapter Six:Marketing Research and Decision Support Systems

Chapter Seven:Market Segmentation and Targeting

PART FOUR:Product and Service Concepts and Strategies

Chapter Eight:Product and Service Concepts

Chapter Nine:Developing New Products and Services

Chapter Ten:Product and Service Strategies

PART FIVE:Pricing Concepts and Strategies

Chapter Eleven:Pricing Concepts

Chapter Twelve:Price Determination and Pricing Strategies

PART SIX:Marketing Channels and Logistics

Chapter Fourteen:Retailing

Chapter Fifteen:Wholesaling and Logistics Management

PART SEVEN:Integrated Marketing Communications

Chapter Sixteen:An Overview of Marketing Communications

Chapter Seventeen:Advertising and Public Relations

Chapter Eighteen:Consumer and Trade Sales Promotion

Chapter Nineteen:Personal Selling And Sales Management

Chapter Twenty:Direct Marketing Communications

PART EIGHT:Electronic Commerce

Chapter Twenty-One:Electronic Commerce

Appendix A:Applications of Mathematical and Financial Tools to Marketing Decisions

Appendix B:Developing a Marketing Plan