Marketing Marketing in the 21st Century (with Online eBook Printed Access Card)

by Evans, Joel R.; Berman, Barry

• ISBN13: 9781424055180
• ISBN10: 1424055180
• Edition: 11th
• Format: Paperback
• Copyright: 2009-07-23
• Publisher: Atomic Dog

Summary

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.

Table of Contents

An Introduction To Marketing In The 21st Century

Marketing Today

The Environment in Which Marketing Operates

Developing and Enacting Strategic Marketing Plans

Information for Marketing Decisions

Broadening The Scope Of Marketing

Societal, Ethical, and Consumer Issues

Global Aspects of Marketing

Marketing and the Internet

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 Planning

Conceiving, Developing, and Managing Products

Distribution Planning

Value Chain Management and Logistics

Wholesaling

Retailing

Promotion Planning

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Price Planning

Considerations in Price Planning

Developing and Applying a Pricing Strategy

Marketing Management

Pulling It All Together: Integrating and Analyzing the Marketing Plan

Appendices

Careers in Marketing

Marketing Mathematics

Computer-Based Marketing Exercises

Glossary

Table of Contents provided by Publisher. All Rights Reserved.