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Marketing
Marketing in the 21st Century

12th Edition

Joel R. Evans - Hofstra University, USA
Barry Berman - Hofstra University, USA

Other Titles in:
Marketing (General)

January 2014 | 764 pages | SAGE Publications, Inc

Description
Contents

Marketing in the 21st Century is not just a catchphrase. It signifies the authors’ focus on both the traditional and emerging marketing concepts that are essential for the future success of any organization or person, presented in a technologically advanced pedagogical format. A proven, perennial performer, Evans and Berman cover emerging topics in detail, but also does so in an interactive, dynamic manner. The twelfth edition is loaded with links to web sites and YouTube videos carefully vetted by the authors. There are more than 2,000 hotlinks to actual Web sites distributed throughout, links to more than 100 YouTube videos, a list of “Web Sites You Can Use” in each chapter, and more.

Part 1: An Introduction to Marketing in the 21st Century

Ch 1: The Nature of Marketing

Ch 2: The Environment in Which Marketing Operates

Ch 3: Developing and Enacting Strategic Marketing Plans

Ch 4: Information for Marketing Decisions

Part 2: Broadening the Scope of Marketing

Ch 5: Societal, Ethical, and Consumer Issues

Ch 6: Global Aspects of Marketing

Ch 7: Marketing and the Internet

Part 3: Consumer Analysis: Understanding and Responding to Diversity in the Marketplace

Ch 8: Final Consumers

Ch 9: Organizational Consumers

Ch 10: Developing a Target Market Strategy

Part 4: Product Planning

Ch 11: Basic Concepts in Product Planning

Ch 12: Goods Versus Services Planning

Ch 13: Conceiving, Developing, and Managing Products

Part 5: Distribution Planning

Ch 14: Value Chain Management and Logistics

Ch 15: Wholesaling

Ch 16: Retailing

Part 6: Promotion Planning

Ch 17: Integrated Marketing Communications

Ch 18: Advertising and Public Relations

Ch 19: Personal Selling and Sales Promotion

Part 7: Price Planning

Ch 20: Considerations in Price Planning

Ch 21: Developing and Applying a Pricing Strategy

Part 8: Marketing Management

Ch 22: Pulling It All Together: Integrating and Analyzing the Marketing Plan

For instructors

Please contact your Academic Consultant to check inspection copy availability for your course.