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The text continues its savvy transformation into a state-of-the-art multimedia package. The subtitle, marketing in the 21st Century, signifies the focus on marketing concepts essential for the future success of any organization or person, presented in a technologically advanced pedagogical format. The print version has all the elements that you... Moreexpect from Evans and Berman: comprehensive topical coverage, colorful design, cases, career material, etc. Table of contents : Part I: 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 Part 2: Broadening the Scope of Marketing · Societal, Ethical, and Consumer Issues · Global Aspects of Marketing · Marketing and the Internet Short cases, Comprehensive Case Part 3: Consumer Analysis: Understanding and Responding to Diversity in the MarketPlace · Final Consumers · Organizational Consumers · Developing a Target Market Strategy, Short cases Part 4: Product Planning · Basic Concepts in Product planning · Goods Versus Service Planning · Conceiving, Developing and Managing Products Short cases Part 5: Distribution Planning · Value Chain Management and logistics · Wholesaling · Retailing Short cases Part 6: Promotion Planning · Integrated Marketing Communications · Advertising and Public Relations · Personal Selling and Sales Promotion Part 7: Price Planning · Considerations in Price Planning · Developing and Applying a Pricing Strategy Short cases Part 8: Marketing Management · Pulling It All Together: Integrating and Analyzing the Marketing Plan....
ISBN : 9788177223828
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