[PDF] Marketing Principles Perspectives eBook

Author : William O. Bearden
Publisher : Irwin/McGraw-Hill
Page : 0 pages
File Size : 13,5 MB
Release : 2007
Category : Marketing
ISBN : 9780073101200

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Marketing: Principles and Perspectives, 5e is a cutting edge text. In the first four editions, we demonstrated this leading coverage with our strong integration of Integrated Marketing Communication, cross-functional teams, and integration of the Internet throughout. The authors not only talk about what marketing is, but prepare students to be marketers by involving them in interactive exercises which strengthen decision making skills. Marketing, 5e offers the latest coverage and quality supplements, but is still approximately $20 less than most principles of marketing competitors. The perspectives approach is present in the fifth edition; however, the over-riding theme concentrates on building customer equity.

Author : William O. Bearden
Publisher : McGraw-Hill/Irwin
Page : 0 pages
File Size : 19,25 MB
Release : 1998
Category : Business & Economics
ISBN : 9780256218978

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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.

Author : Monle Lee
Publisher : Routledge
Page : 452 pages
File Size : 32,45 MB
Release : 2005
Category : Business & Economics
ISBN : 0789022990

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The authors present an integrated marketing approach to contemporary advertising. This new edition has been substantially updated to take account of the changes in the advertising industry that have marked the advent of the 21st century.

Author : Jagdish N Sheth
Publisher : Routledge
Page : 458 pages
File Size : 14,27 MB
Release : 2015-01-28
Category : Business & Economics
ISBN : 131747287X

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Many marketers fear that the field's time-worn principles are losing touch with today's realities. "Does Marketing Need Reform?" collects the insights of a select group of leading marketing thinkers and practitioners who are committed to restoring marketing's timeless values. The book sets the agenda for a new generation of marketing principles. As the editors note in their introduction; "Marketing is a powerful force backed up by huge resources. It must be entrusted only to those with the wisdom to use it well." The contributors seek to understand and explain how and why marketing has veered significantly off course in order to steer it back in the right direction. The concepts and perspectives presented in this book will inspire a renewed commitment to the highest ideals of marketing - serving customers individually and society as a whole by synergistically aligning company, customer, and social interests.

Author : Rob Donovan
Publisher : Cambridge University Press
Page : 525 pages
File Size : 12,81 MB
Release : 2010-10-28
Category : Business & Economics
ISBN : 1139492268

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This fully updated edition combines the latest research with real-life examples of social marketing campaigns the world over to help you learn how to apply the principles and methods of marketing to a broad range of social issues. The international case studies and applications show how social marketing campaigns are being used across the world to influence changes in behaviour, and reveal how those campaigns may differ according to their cultural context and subject matter. Every chapter is fully illustrated with real-life examples, including campaigns that deal with racism, the environment and mental health. The book also shows how social marketing influences governments, corporations and NGOs, as well as individual behaviour. The author team combine research and teaching knowledge with hands-on experience of developing and implementing public health, social welfare and injury prevention campaigns to give you the theory and practice of social marketing.