Principles of marketing /
Joel R. Evans and Barry Berman
- Third edition
- New Jersey : Prentice Hall, c1995.
- xxxi, 521 pages ; 29 cm.
Includes index.
I. AN INTRODUCTION TO MARKETING -- 1. An Overview of Marketin -- 2. The Environment of Marketing -- 3. Developing, Integrating, and Analyzing the Marketing Plan -- 4. Information for Marketing Decisions -- II. BROADENING THE SCOPE OF MARKETING -- 5. Societal, Ethical, and Consumer Issues -- 6. International Marketing -- III. CONSUMER ANALYSIS -- 7. Final Consumers -- 8. Organizational Consumers -- 9. Developing a Target Market Strategy -- IV. PRODUCT PLANNING -- 10. Basic Concepts in Product Planning -- 11. Goods Versus Services Marketing -- 12. Conceiving, Developing, and Managing Products -- V. DISTRIBUTION PLANNING -- 13. Considerations in Distribution Planning and Physical Distribution -- 14. Wholesaling and Retailing -- VI. PROMOTION PLANNING -- 15. The Context of Promotion Planning -- 16. Advertising and Public Relations -- 17. Personal Selling and Sales Promotion -- VII. PRICE PLANNING -- 18. Considerations in Price Planning -- 19. Developing and Applying a Pricing Strategy.