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Marketing: Principles and Perspectives
Bearden et al. take a cutting edge approach to marketing. This text continues to be a leader in the coverage of the most recent marketing thought. In the first edition, our emphasis on integrated marketing communications (Part 7) and our separate chapter on direct marketing (chapter 21) were the best examples of this competitive advantage. In addition, for the second edition we have added a focus on customer loyalty and cross-functional teams, as well as full integration of the Internet. Bearden not only talks about what marketing is, but prepares the students to be marketers by involving them in interactive exercises which strengthen decision making skills.
600 pages, Unbound
First published January 1, 1995
14 people want to read
About the author
William O. Bearden
9 books6 followersWilliam O. Bearden, the Bank of America Chaired Professor of Marketing at
the University of South Carolina, received his PhD from the University of
South Carolina in 1975 and served on the faculty of the University of Alabama
from 1976 to 1978. He has published frequently in the Journal of Marketing
Research and the Journal of Consumer Research, as well as having a number
of publications in other marketing and consumer research journals. He coauthored
Marketing Principles and Perspectives (with Thomas N. Ingram and
Raymond W. LaForge, 3rd ed., 2001) and the Handbook of Marketing Scales:
Multi-Item Measures for Marketing and Consumer Behavior Research (with
Richard Netemeyer, 2nd ed., 1999). He is currently on the editorial review
boards of the Journal of Consumer Research, the Journal of Marketing, the
Journal of Consumer Psychology, the Journal of Retailing, and the Marketing Education Review. He was an associate editor for the Journal of Consumer
Research (1999-2002). His awards for teaching included the University of
South Carolina Amoco Teaching Award, presented annually to one faculty
member; the Outstanding MBA Teacher Award; and the Alfred G. Smith
Darla Moore School of Business Teacher of the Year Award. His teaching and
research interests include consumer behavior, marketing research, and the
evaluation of marketing promotions. He was faculty codirector for the
University Lilly Teaching Fellows from 1992 to 1995.
the University of South Carolina, received his PhD from the University of
South Carolina in 1975 and served on the faculty of the University of Alabama
from 1976 to 1978. He has published frequently in the Journal of Marketing
Research and the Journal of Consumer Research, as well as having a number
of publications in other marketing and consumer research journals. He coauthored
Marketing Principles and Perspectives (with Thomas N. Ingram and
Raymond W. LaForge, 3rd ed., 2001) and the Handbook of Marketing Scales:
Multi-Item Measures for Marketing and Consumer Behavior Research (with
Richard Netemeyer, 2nd ed., 1999). He is currently on the editorial review
boards of the Journal of Consumer Research, the Journal of Marketing, the
Journal of Consumer Psychology, the Journal of Retailing, and the Marketing Education Review. He was an associate editor for the Journal of Consumer
Research (1999-2002). His awards for teaching included the University of
South Carolina Amoco Teaching Award, presented annually to one faculty
member; the Outstanding MBA Teacher Award; and the Alfred G. Smith
Darla Moore School of Business Teacher of the Year Award. His teaching and
research interests include consumer behavior, marketing research, and the
evaluation of marketing promotions. He was faculty codirector for the
University Lilly Teaching Fellows from 1992 to 1995.
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