Marketing

Name: Marketing
Price: 6.75 USD
Availability: InStock
ISBN: 9780023342509

ISBN-10: 0023342501

ISBN-13: 9780023342509

Edition: 5th

Authors: Joel R. Evans, Barry Berman

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Description:

Evans and Berman (both Hofstra U.) present the new edition of their standard college-level marketing textbook (first published in 1982). Annotation copyrighted by Book News, Inc., Portland, OR

Book details

Edition: 5th
Publisher: Prentice Hall PTR
Binding: Hardcover
Pages: 864



Marketing in Contemporary Society


The Environment in Which Marketing Operates


Strategic Planning: A Marketing Perspective


Information for Marketing Decisions


Societal, Ethical, and Consumers Issues


Global Aspects of Marketing


Final Consumer Demographics


Final Consumer Life-Styles and Decision Making


Organizational Consumers


Developing a Target Market Strategy


Basic Concepts in Product Planning


Goods Versus Services Planning


Conceiving, Developing, and Managing Products


Branding and Packaging


Considerations in Distribution Planning and Physical Distribution


Wholesaling


Retailing


The Context of Promotion Planning


Advertising and Public Relations


Personal Selling and Sales Promotion


Considerations in Price Planning


Developing and Applying a Pricing Strategy


Pulling It All Together: Integrating and Analyzing the Marketing Plan


Careers in Marketing


Marketing Mathematics


Computer-Based Marketing Exercises


Glossary


Company Index


Name Index


Subject Index