01140nam a2200229Ia 4500 CTU_100374 210402s9999 xx 000 0 und d 479000 658.8 B368 Bearden, William O. Marketing : Principles and perspectives William O. Bearden Boston McGraw-Hill/Irwin 2007 "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. Marketing United states Giang Trung tâm Học liệu Trường Đại học Cần Thơ