Evans, Joel R. creator Berman, Barry. text nyu Englewoods Cliffs, NJ Prentice Hall c1995 1995 3rd ed. monographic eng

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xxxi, 521, [78] p. : col. ill., maps ; 28 cm. + 1 computer disk (3 1/2 in.) Contents: An Introduction to marketing : An Overview of marketing -- The Envrionment of marketing -- Developing, integrating, and analyzing the marketing plan -- Information for marketing decisions -- Broadening the scope of marketing : Societal, ethical, and consumer issues -- International marketing -- Consumer analysis:understanding and responding to diversity in the marketplace : Final consumers -- Organizational consumers -- Developing a target market strategy -- Product planning : Basic concepts in product planning -- Goods versus services marketing -- Conceiving, developing and managing products -- Distribution planning : Considerations in distribution planning and physical distribution -- Wholesaling and retailing -- Pormotion planning : The Context of promotion planning -- Advertising and public relations -- Personal selling and sales promotions -- Price planning : Considerations in price planning -- Developing and applying a pricing strategy -- Appendixies : A : Careers in marketing -- B : Marketing mathematics -- C : Computer-based marketing exercises -- Glossary. Joel R. Evans, Barry Berman. Includes indexes. Marketing HF5415.E865 658.8 0023347015 94008845 DLC 940304 20210414113933.0 1123528