Marketing: Principles and Perspectives [with PowerWeb Access]

by William O. Bearden, Thomas N. Ingram, Raymond W. LaForge

Principles and Perspectives, 4e is a cutting edge text. In the first edition, we demonstrated this leading coverage with our strong integration of Integrated Marketing Communication and Direct Marketing. In the second edition we continued our modern coverage by integrating cross-functional teams, customer loyalty, and the Internet / technology. The third edition includes an Internet Marketing chapter and continues to fully integrate the Internet throughout. The authors not only talk about what marketing is, but prepare the students to be marketers by involving them in interactive exercises which strengthen decision making skills. Marketing, 4e offers the latest coverage, quality professor supplements, and an interactive student web tool and still it is approximately $20 less than most principles of marketing competitors. The perspectives approach is present in the fourth edition, however, the over-riding theme concentrates on building customer equity.

640 pages, Paperback

First published January 1, 1995

About the author

William 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.