Marketing: Principles and Perspectives (MCGRAW HILL/IRWIN SERIES IN MARKETING) - Hardcover

Bearden, William O.; Ingram, Thomas N.; LaForge, Raymond W.

Hardcover

ISBN 10: 0256218978 ISBN 13: 9780256218978

Verlag: Irwin Professional Publishing, 1997

Inhaltsangabe

Book by Bearden William O Ingram Thomas N LaForge Raymond

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Reseña del editor

This text emphasizes integrated marketing communications and focuses on customer loyalty and cross-functional teams, as well as full integration of the Internet. Each chapter opens with an Internet home page of a company, such as Kodak, and discusses how that site is being used to market the company. At the end of each chapter there is an Internet exercise and the text includes global cases, boxed features on using technology, earning customer loyalty and being entrepreneurial.

Biografía del autor

Bill Bearden (Ph.D., University of South Carolina) is the NationsBank Professor of Business Administration at the University of South Carolina. Bill has won numerous teaching awards and is on the Editorial Review Boards of numerous journals. His research interests include marketing research and consumer behavior.

Über diese Auflage

• Verlag: Irwin Professional Publishing
• Erscheinungsdatum: 1997
• ISBN 10: 0256218978
• ISBN 13: 9780256218978
• Einband: Tapa dura
• Anzahl der Seiten: 672