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Marketing : principles and perspectives / William O. Bearden , Thomas N. Ingram, Raymond W. LaForge.

By: Contributor(s): Material type: TextTextPublisher: Boston, Mass. : McGraw-Hill/Irwin, 2007Edition: Fifth editionDescription: xxxvi, 588 pages ; illustrations ; 28 cm + 1 computer disc (4 3/4 inch)Content type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9780073101200 (alk. paper)
  • 0073101206 (alk. paper)
Subject(s): DDC classification:
  • 658.8 22 B.W.M.
Contents:
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
Summary: 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.
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Holdings
Item type Current library Collection Call number Status Date due Barcode
Books Books Main library B7 Commerce and business administration ( Marketing ) 658.8 B.W.M. (Browse shelf(Opens below)) Available 00004308
Books Books Main library B7 Commerce and business administration ( Marketing ) 658.8 B.W.M. (Browse shelf(Opens below)) Available 00000888

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

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.

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