TY  - BOOK
AU  - Bearden,William O.
AU  - Ingram,Thomas N.
AU  - LaForge,Raymond W.
TI  - Marketing: principles and perspectives 
SN  - 9780073101200 (alk. paper)
U1  - 658.8 22
PY  - 2007///
CY  - Boston, Mass.
PB  - McGraw-Hill/Irwin
KW  - Marketing
KW  - United States
N1  - Includes bibliographical references and index; Part One: Marketing in a Dynamic Environment1.An Overview of Contemporary Marketing2.The Global Marketing Environment3.Marketing's Strategic Role in the OrganizationPart Two: Buying Behavior4.Consumer Buying Behavior and Decision Making5.Business to Business Markets and Buying BehaviorPart Three: Marketing Research and Market Segmentation6.Marketing Research and Decision Support Systems7.Market Segmentation and TargetingPart Four: Product and Service Concepts and Strategies8.Product and Service Concepts 9.Developing New Products and Services10.Product and Service StrategiesPart Five: Pricing Concepts and Strategies11.Pricing Concepts12.Price Determination and Pricing StrategiesPart Six: Marketing Channels and Logistics13.Marketing Channels14.Retailing15.Wholesaling and Logistics ManagementPart Seven: Integrated Marketing Communications16.An Overview of Marketing Communications17.Advertising and Public Relations18. Consumer and Trade Sales Promotion19.Personal Selling and Sales Management20.Direct Marketing CommunicationsAppendix A: Developing a Marketing Plan Appendix B: Applications of Mathematical and Financial Tools to Marketing Decisions

N2  - Helps prepare students to be marketers by involving them in interactive exercises which strengthen decision making skills. This book presents the perspectives approach and concentrates on building customer equity.
ER  -