McGraw-Hill/Irwin Series in Marketing

1 total work

Marketing

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

Published 1 February 1988

This text emphasizes integrated marketing communications and focuses on customer loyalty and cross-functional teams, as well as full integration of the Internet. Each chapter opens with an Internet home page of a company, such as Kodak, and discusses how that site is being used to market the company. At the end of each chapter there is an Internet exercise and the text includes global cases, boxed features on using technology, earning customer loyalty and being entrepreneurial.