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Essentials of Marketing
Dana-Nicoleta Lascu, Ph.D., Kenneth E. Clow, Ph.D.
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Shopper, Buyer, and Consumer Behavior
Jay Lindquist, Ph.D., M. Joseph Sirgy, Ph.D.
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Strategic Marketing Communications: A Systems Approach to IMC
M. Joseph Sirgy, Ph.D., Don Rahtz
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Personal Selling: A Relationship Approach
Ronald Marks
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Reality Sales: Role Plays for the Real World
Jane Z. Sojka, Dawn R. Deeter-Schmelz
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Marketing Research: An Aid to Decision Making
Alan T. Shao, Ph.D., Kevin Zheng Zhou, Ph.D.
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Strategic Marketing
Syed Akhter, Ph.D.
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International Marketing
Dana-Nicoleta Lascu, Ph.D.
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Services Marketing: Operation, Management, and Strategy
Kenneth E. Clow, Ph.D., David L. Kurtz, Ph.D.
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International Logistics: Management of International Trade Operations
Pierre A. David, Ph.D.
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| Marketing 10e: Marketing in the 21st Century, 10e |
Joel R. Evans, Ph.D., Hofstra University
Barry Berman, Ph.D., Hofstra University |
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Online Edition:
$78.75
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Paperback +
Online Edition: $96.75
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ISBN-10: 0759393257
ISBN-13: 9780759393257
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Copyright © 2007
702 Pages
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Description |
Plant the idea seed!
The updated 10th edition of Evans and Berman’s Marketing 10e: 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 10th 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.
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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