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Name: Marketing: Principles and Perspectives. 5th ed.
Author: Bearden, William / LaForge, R. / Ingram, T.
ISBN: 978-0-07-110811-9

Marketing: Principles and Perspectives. 5th ed.

・ISBN 978-0-07-110811-9 paper Int'l ed. with passcode

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著者・編者	Bearden, William / LaForge, R. / Ingram, T.,
出版社	(McGraw-Hill/Irwin, SI)
出版年月	2006
ページ数	640 pp.
言語	ENG
ニュース番号	＜535-666＞

解説

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.