Marketing / Edition 4

Marketing / Edition 4

by Joel R. Evans, Barry Berman
     
 

ISBN-10: 0023344016

ISBN-13: 9780023344015

Pub. Date: 11/13/1990

Publisher: Prentice Hall Professional Technical Reference

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

Overview

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

Product Details

ISBN-13:
9780023344015
Publisher:
Prentice Hall Professional Technical Reference
Publication date:
11/13/1990
Edition description:
4th ed
Pages:
784

Table of Contents

Preface xv
Part 1 An Introduction to Marketing 1(108)
Marketing in Contemporary Society
3(23)
The Environment in Which Marketing Operates
26(24)
Strategic Planning: A Marketing Perspective
50(27)
Information for Marketing Decisions
77(32)
Part 2 Broadening the Scope of Marketing 109(70)
Societal, Ethical, and Consumer Issues
111(33)
Global Aspects of Marketing
144(35)
Part 3 Consumer Analysis: Understanding and Responding to Diversity in the Marketplace 179(118)
Final Consumer Demographics
181(23)
Final Consumer Life-Styles and Decision Making
204(28)
Organizational Consumers
232(28)
Developing a Target Market Strategy
260(37)
Part 4 Product Planning 297(114)
Basic Concepts in Product Planning
299(26)
Goods Versus Services Planning
325(30)
Conceiving, Developing, and Managing Products
355(26)
Branding and Packaging
381(30)
Part 5 Distribution Planning 411(86)
Considerations in Distribution Planning and Physical Distribution
413(31)
Wholesaling
444(21)
Retailing
465(32)
Part 6 Promotion Planning 497(86)
The Context of Promotion Planning
499(26)
Advertising and Public Relations
525(28)
Personal Selling and Sales Promotion
553(30)
Part 7 Price Planning 583(60)
Considerations in Price Planning
585(23)
Developing and Applying a Pricing Strategy
608(35)
Part 8 Marketing Management 643
Pulling It All Together: Integrating and Analyzing the Marketing Plan
645
Appendixes
A: Careers in Marketing
A-1(1)
B: Marketing Mathematics
A-9(1)
C: Computer-Based Marketing Exercises
A-19(1)
D: Glossary
A-31(1)
Company Index I-1(1)
Name Index I-5(1)
Subject Index I-11

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