Marketing : Marketing in the 21st Century / Edition 11

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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.

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Product Details

  • ISBN-13: 9781426647642
  • Publisher: Cengage Learning
  • Publication date: 6/30/2008
  • Edition number: 11

Meet the Author

Joel R. Evans, Ph.D., is the RMI Distinguished Professor of Business and Professor of Marketing and International Business at Hofstra University. Before joining Hofstra, he worked for a Fortune 500 firm, owned a business, and taught at Baruch College and New York University. Dr. Evans is author or editor of numerous books and articles and is active in various professional associations. At Hofstra, he has received three Dean's Awards and the School of Business Faculty Distinguished Service Award. Dr. Evans has also been honored as Teacher of the Year by the Hofstra M.B.A. Association. Joel R. Evans and Barry Berman (Hofstra University) are co-authors of several best-selling texts, including Marketing in the 21st Century and Retail Management: A Strategic Approach (Prentice Hall). They have co-chaired numerous prestigious conferences, including the 1995 American Marketing Association Faculty Consortium on "Ethics and Social Responsibility in Marketing" and the 2000 Academy of Marketing Science/American Collegiate Retailing Association Triennial Retailing Conference. Each has a chapter in the most recent edition of Dartnell's Marketing Manager's Handbook. Drs. Evans and Berman have been consultants for such firms as Fortunoff, NCR, PepsiCo, and Simon Properties. Both regularly teach undergraduate and graduate marketing courses to a wide range of students.

Barry Berman, Ph.D., is the Walter H. "Bud" Miller Distinguished Professor of Business and Professor of Marketing and International Business at Hofstra University. He also serves as the Director of Hofstra University's Executive Master of Business Administration program. Dr. Berman is the author or editor of numerous books andarticles and is active in various professional associations. At Hofstra, he has received two Dean's Awards. Dr. Berman has also been honored as Teacher of the Year by the Hofstra M.B.A. Association. Barry Berman and Joel R. Evans (Hofstra University) are co-authors of several best-selling texts, including Marketing in the 21st Century and Retail Management: A Strategic Approach (Prentice Hall). They have co-chaired numerous prestigious conferences, including the 1995 American Marketing Association Faculty Consortium on "Ethics and Social Responsibility in Marketing" and the 2000 Academy of Marketing Science/American Collegiate Retailing Association Triennial Retailing Conference. Each has a chapter in the most recent edition of Dartnell's Marketing Manager's Handbook. Drs. Evans and Berman have been consultants for such firms as Fortunoff, NCR, PepsiCo, and Simon Properties. Both regularly teach undergraduate and graduate marketing courses to a wide range of students.

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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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