Marketing: Principles and Perspectives, 15ed with OLC

Marketing: Principles and Perspectives, 15e 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, 15e 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.

Table of Contents

Part One: Marketing in a Dynamic Environment
1. An Overview of Contemporary Marketing
2. The Global Marketing Environment
3. Marketing’s Strategic Role in the Organization

Part Two: Buying Behavior
4. Consumer Buying Behavior and Decision Making
5. Business to Business Markets and Buying Behavior

Part Three: Marketing Research and Market Segmentation
6. Marketing Research and Decision Support Systems
7. Market Segmentation and Targeting

Part Four: Product and Service Concepts and Strategies
8. Product and Service Concepts
9. Developing New Products and Services
10. Product and Service Strategies

Part Five: Pricing Concepts and Strategies
11. Pricing Concepts
12. Price Determination and Pricing Strategies

Part Six: Marketing Channels and Logistics
13. Marketing Channels
14. Retailing
15. Wholesaling and Logistics Management

Part Seven: Integrated Marketing Communications
16. An Overview of Marketing Communications
17. Advertising and Public Relations
18. Consumer and Trade Sales Promotion
19. Personal Selling and Sales Management
20. Direct Marketing Communications

Appendix A: Developing a Marketing Plan
Appendix B: Applications of Mathematical and Financial Tools to Marketing Decisions

About the Author
Bill Bearden (Ph.D., University of South Carolina) is the NationsBank Professor of Business Administration at the University of South Carolina. Bill has won numerous teaching awards and is on the Editorial Review Boards of numerous journals. His research interests include marketing research and consumer behavior.Tom Ingram (Ph.D., Georgia State) is Department Chair and Professor of Marketing at Colorado State University. Tom’s previous affiliations include the University of Memphis and the University of Kentucky. Tom has won numerous teaching and research awards, and has been published extensively in professional journals. His research interests include selling and sales management.Buddy LaForge (DBA, University of Tennessee) is the Brown-Forman Professor of Marketing at the University of Louisville. He is the founding editor of the Marketing Education Review. His work has also been extensively published in journals, and he serves on many boards and advisory councils. His research interests include marketing education and sales management.