ISBN-10:
0023344016
ISBN-13:
9780023344015
Pub. Date:
11/13/1990
Publisher:
Prentice Hall Professional Technical Reference
Marketing / Edition 4

Marketing / Edition 4

by Joel R. Evans, Barry Berman

Hardcover

Current price is , Original price is $54.75. You

Temporarily Out of Stock Online

Please check back later for updated availability.

This item is available online through Marketplace sellers.

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

Customer Reviews

Most Helpful Customer Reviews

See All Customer Reviews