000			01409 a2200241 4500
020			_a0072539097
020			_a9780072539097
082	0	4	_a658.8
090			_c2053 _d2053
100	1		_aBearden, William O.
245	1	0	_aMarketing, principles & perspectives : _bprinciples & perspectives / _cWilliam O. Bearden.
250			_a4th ed.
260			_a[S.l.] : _bIrwin Professional Pub, _c2003.
300			_a596 p. ; _c28 cm.
490	1		_aMcgraw-hill/irwin series in marketing.
500			_aPaperback.
520			_a"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.
700	1		_aLaforge, Raymond W.
830		0	_aMcgraw-hill/irwin series in marketing.
856	4	0	_3Amazon.com _uhttp://www.amazon.com/exec/obidos/ASIN/0072539097/chopaconline-20
856	4	0	_3Amazon customer reviews _uhttp://www.chopac.org/cgi-bin/tools/azrev.pl?q=0072539097
942			_aNBS _cBK _k658.8 BEA
999			_c344556 _d344556