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

By: Contributor(s): Material type: TextSeries: McGraw-Hill/Irwin series in marketingPublication details: New York : McGraw-Hill/Irwin, c2004.Edition: 4th edDescription: xl, 596 p. : col. ill. ; 28 cmISBN:
  • 0072539097 (alk. paper)
  • 007286057X (alk. paper)
  • 0071214305 (International ed.)
ISSN:
  • 9780072860573
Subject(s): LOC classification:
  • HF5415.1 .B4155
Contents:
Prologue: Yum! Brands Part One: Marketing in a Dynamic Environment 1. An Overview of Contemporary Marketing 2. The Global Marketing Environment 3. Marketing's Strategic Role in the Organization Part Two: Buying Behavior 4. Consumer Buying Behavior and Decision Making 5. Business to Business Markets and Buying Behavior Part Three: Marketing Research and Market Segmentation 6. Marketing Research and Decision Support Systems 7. Market Segmentation and Targeting Part Four: Product and Service Concepts and Strategies 8. Product and Service Concepts 9. Developing New Products and Services 10. Product and Service Strategies Part Five: Pricing Concepts and Strategies 11. Pricing Concepts 12. Price Determination and Pricing Strategies Part Six: Marketing Channels and Logistics 13. Marketing Channels 14. Retailing 15. Wholesaling and Logistics Management Part Seven: Integrated Marketing Communications 16. An Overview of Marketing Communications 17. Advertising and Public Relations 18. Consumer and Trade Sales Promotion 19. Personal Selling and Sales Management 20. Direct Marketing Communications Appendix A: Developing a Marketing Plan Appendix B: Applications of Mathematical and Financial Tools to Marketing Decisions
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Cover image Item type Current library Home library Collection Shelving location Call number Materials specified Vol info URL Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Books Methodist University Library Main General Stacks HF5415.1 .B4155 (Browse shelf(Opens below)) Available 12422
Books Methodist University Library Main General Stacks HF5415.1 .B4155 (Browse shelf(Opens below)) Available 12419
Books Methodist University Library Main General Stacks HF5415.1 .B4155 (Browse shelf(Opens below)) Available 12421
Books Methodist University Library Main General Stacks Reference HF5415.1 .B4155 (Browse shelf(Opens below)) Available 12420

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Includes index

Prologue: Yum! Brands Part One: Marketing in a Dynamic Environment 1. An Overview of Contemporary Marketing 2. The Global Marketing Environment 3. Marketing's Strategic Role in the Organization Part Two: Buying Behavior 4. Consumer Buying Behavior and Decision Making 5. Business to Business Markets and Buying Behavior Part Three: Marketing Research and Market Segmentation 6. Marketing Research and Decision Support Systems 7. Market Segmentation and Targeting Part Four: Product and Service Concepts and Strategies 8. Product and Service Concepts 9. Developing New Products and Services 10. Product and Service Strategies Part Five: Pricing Concepts and Strategies 11. Pricing Concepts 12. Price Determination and Pricing Strategies Part Six: Marketing Channels and Logistics 13. Marketing Channels 14. Retailing 15. Wholesaling and Logistics Management Part Seven: Integrated Marketing Communications 16. An Overview of Marketing Communications 17. Advertising and Public Relations 18. Consumer and Trade Sales Promotion 19. Personal Selling and Sales Management 20. Direct Marketing Communications Appendix A: Developing a Marketing Plan Appendix B: Applications of Mathematical and Financial Tools to Marketing Decisions

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