Marketing / Edition 6

Marketing / Edition 6

by Joel R. Evans
     
 

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

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:
9780023342707
Publisher:
Prentice Hall Professional Technical Reference
Publication date:
10/28/1993
Edition description:
Older Edition
Pages:
864

Table of Contents

1Marketing in Contemporary Society3
2The Environment in Which Marketing Operates26
3Strategic Planning: A Marketing Perspective50
4Information for Marketing Decisions77
5Societal, Ethical, and Consumers Issues111
6Global Aspects of Marketing144
7Final Consumer Demographics181
8Final Consumer Life-Styles and Decision Making204
9Organizational Consumers232
10Developing a Target Market Strategy260
11Basic Concepts in Product Planning299
12Goods Versus Services Planning325
13Conceiving, Developing, and Managing Products355
14Branding and Packaging381
15Considerations in Distribution Planning and Physical Distribution413
16Wholesaling444
17Retailing465
18The Context of Promotion Planning499
19Advertising and Public Relations525
20Personal Selling and Sales Promotion553
21Considerations in Price Planning585
22Developing and Applying a Pricing Strategy608
23Pulling It All Together: Integrating and Analyzing the Marketing Plan645
App. ACareers in MarketingA-1
App. BMarketing MathematicsA-9
App. CComputer-Based Marketing ExercisesA-19
App. DGlossaryA-31
Company IndexI-1
Name IndexI-5
Subject IndexI-11

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