Marketing: Principles and Perspectives

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Marketing: Principles and Perspectives image
ISBN-10:

0256269076

ISBN-13:

9780256269079

Edition: 2nd
Released: Aug 01, 1997
Format: Hardcover, 615 pages

Description:

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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