MARKETING explains all major principles, defines key terms, integrates topic, and demonstrates how marketers make everyday and long-run decisions.
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MARKETING explains all major principles, defines key terms, integrates topic, and demonstrates how marketers make everyday and long-run decisions.
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Editorial Reviews

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

  • ISBN-13: 9780138571948
  • Publisher: Prentice Hall Professional Technical Reference
  • Publication date: 12/28/1996

Table of Contents

1 Marketing in Contemporary Society 3
2 The Environment in Which Marketing Operates 26
3 Strategic Planning: A Marketing Perspective 50
4 Information for Marketing Decisions 77
5 Societal, Ethical, and Consumers Issues 111
6 Global Aspects of Marketing 144
7 Final Consumer Demographics 181
8 Final Consumer Life-Styles and Decision Making 204
9 Organizational Consumers 232
10 Developing a Target Market Strategy 260
11 Basic Concepts in Product Planning 299
12 Goods Versus Services Planning 325
13 Conceiving, Developing, and Managing Products 355
14 Branding and Packaging 381
15 Considerations in Distribution Planning and Physical Distribution 413
16 Wholesaling 444
17 Retailing 465
18 The Context of Promotion Planning 499
19 Advertising and Public Relations 525
20 Personal Selling and Sales Promotion 553
21 Considerations in Price Planning 585
22 Developing and Applying a Pricing Strategy 608
23 Pulling It All Together: Integrating and Analyzing the Marketing Plan 645
App. A Careers in Marketing A-1
App. B Marketing Mathematics A-9
App. C Computer-Based Marketing Exercises A-19
App. D Glossary A-31
Company Index I-1
Name Index I-5
Subject Index I-11
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