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Marketing : principles & perspectives

Bearden , William O.

Marketing : principles & perspectives - Chicago : Irwin, ©1995. - xlviii, 631 pages : color illustrations, color map ; - Irwin series in marketing. .

Includes index

Marketing in a dynamic environment --
Buying behavior --
Marketing research and market segmentation --
Product and service concepts and strategies --
Pricing concepts and strategies --
Marketing channels and logistics --
Integrated marketing communications --
appendix A. Applications of mathematical and financial tools in marketing decisions --
appendix B. Product marketing plan.

ISBN: 9780256113198 025611319X

Subjects--Topical Terms:
Marketing.

Dewey Class. No.: 658.8 / BEA

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