Marketing: Principles & Perspectives (MCGRAW HILL/IRWIN SERIES IN MARKETING)
ISBN-13:
9780256113198
ISBN-10:
025611319X
Author:
Thomas N. Ingram, Raymond W. LaForge, William O. Bearden
Publication date:
1995
Publisher:
Richard d Irwin
Format:
Hardcover
672 pages
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Book details
ISBN-13:
9780256113198
ISBN-10:
025611319X
Author:
Thomas N. Ingram, Raymond W. LaForge, William O. Bearden
Publication date:
1995
Publisher:
Richard d Irwin
Format:
Hardcover
672 pages
Summary
Marketing: Principles & Perspectives (MCGRAW HILL/IRWIN SERIES IN MARKETING) (ISBN-13: 9780256113198 and ISBN-10: 025611319X), written by authors
Thomas N. Ingram, Raymond W. LaForge, William O. Bearden, was published by Richard d Irwin in 1995.
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Description
This introductory text integrates ten key marketing perspectives, implements an IMC approach, and features comments from practicing marketers, including the president of Stuckey's. Color photos and illustrations, chapter learning guides, and sidebars highlight coverage of marketing's role in the organization, the global environment, consumer buying behavior, and marketing communications. Includes case studies, an appendix of mathematical and financial tools in marketing, a sample product marketing plan, and a glossary. Annotation copyright Book News, Inc. Portland, Or.
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