Marketing - Hardcover

Evans, Joel R.; Berman, Barry

Hardcover

ISBN 10: 0023342706 ISBN 13: 9780023342707

Publisher: Macmillan USA, 1993

Merging current practices with theory, this introduction to marketing adopts a lively, easy-to-read style. The text clearly portrays the state-of-the-art and captures the fast-paced nature of the field. It provides comprehensive coverage of all major marketing topics, and the text is accompanied by a supplements package, produced by the authors, which includes computer exercises, videos, video manual, detailed lecture notes, and a test bank.

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Synopsis:

This sixth edition provides an integrated treatment of major marketing topics, incorporating emerging areas such as customer service, ethics and social responsibility, international marketing, service marketing, and the total quality approach. Coverage, cases and examples reflect the spectrum of marketing practitioners - large and small firms, goods and service-based companies, profit and non-profit organizations, channel members, industrial and consumer and domestic and international firms. This edition contains 52 new cases, all based on real companies and situations.

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