Marketing : Marketing in the 21st Century / Edition 11

Marketing : Marketing in the 21st Century / Edition 11

by Joel R. Evans, Barry Berman
     
 

ISBN-10: 1426647646

ISBN-13: 9781426647642

Pub. Date: 06/30/2008

Publisher: Cengage Learning

The updated 11th edition of Evans and Berman's Marketing: Marketing in the 21st Century text continues its savvy transformation into a state-of-the-art multimedia package. The subtitle signifies the focus on marketing concepts essential for the future success of any organization or person, presented in a technologically advanced pedagogical format. As with

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Overview

The updated 11th edition of Evans and Berman's Marketing: Marketing in the 21st Century text continues its savvy transformation into a state-of-the-art multimedia package. The subtitle signifies the focus on marketing concepts essential for the future success of any organization or person, presented in a technologically advanced pedagogical format. As with any human endeavor that begins with the seed of an idea, puts down roots and is nourished by warmth and food, marketing needs a solid foundation and nurturing to grow and flourish. The new 11th edition explains this necessity and how to achieve this goal. The print version has all the elements that you expect from Evans and Berman: comprehensive topical coverage, colorful design, cases, career material, etc.

Product Details

ISBN-13:
9781426647642
Publisher:
Cengage Learning
Publication date:
06/30/2008

Table of Contents


Part 1: AN INTRODUCTION TO MARKETING IN THE 21ST CENTURY. 1: Marketing Today. 2: The Environment in Which Marketing Operates. 3: Developing and Enacting Strategic Marketing Plans. 4: Information for Marketing Decisions.
Part 2: BROADENING THE SCOPE OF MARKETING. 5: Societal, Ethical, and Consumer Issues. 6: Global Aspects of Marketing. 7: Marketing and the Internet.
Part 3: CONSUMER ANALYSIS: UNDERSTANDING AND RESPONDING TO DIVERSITY IN THE MARKETPLACE. 8: Final Consumers. 9: Organizational Consumers. 10: Developing a Target Market Strategy.
Part 4: PRODUCT PLANNING. 11: Basic Concepts in Product Planning. 12: Goods Versus Services Planning. 13: Conceiving, Developing, and Managing Products.
Part 5: DISTRIBUTION PLANNING. 14: Value Chain Management and Logistics. 15: Wholesaling. 16: Retailing.
Part 6: PROMOTION PLANNING. 17: Integrated Marketing Communications. 18: Advertising and Public Relations. 19: Personal Selling and Sales Promotion.
Part 7: PRICE PLANNING. 20: Considerations in Price Planning. 21: Developing and Applying a Pricing Strategy.
Part 8: MARKETING MANAGEMENT. 22: Pulling It All Together: Integrating and Analyzing the Marketing Plan. Appendices: A: Careers in Marketing. B: Marketing Mathematics. C: Computer-Based Marketing Exercises. D: Glossary.

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