<p>"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. The perspectives approach is present in the fifth edition; however, the over-riding theme concentrates on building customer equity.</p>

Marketing: Principles & Perspectives. William Bearden, Thomas Ingram, Raymond Laforge

William O. Bearden

Raymond W. LaForge

Thomas N. Ingram

Business & Money

McGraw–Hill Education

Marketing, Principles & Perspectives: Principles & Perspectives (Mcgraw-Hill/Irwin Series in Marketing)

Management & Leadership

Irwin Professional_Pub

<p>In the first edition of this title, strong integration of integrated marketing communication and direct marketing was demonstrated. In the second edition modern coverage was continued by integrating cross-functional teams, customer loyalty, and the Internet/technology. The third edition includes an Internet marketing chapter and continues to fully integrate the Internet throughout. The authors not only talk about what marketing is, but prepare the students to be marketers by involving them in interactive exercises which strengthen decision making skills. This work offers the latest coverage, quality professor supplements, and an interactive student Web tool.</p>

Marketing: Principles and Perspectives

Irwin/McGraw/Hill

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Books by William O. Bearden