Evans, Joel R. <br/><br/>
Marketing 

 - 7a 
 - United States Of America  Prentice- Hall  1997 
 - 784 p.  28 cm 
<br/><br/>We believe that a good marketing textbook must do several things in order to provide this critical understanding: it should incorporate both traditional and contemporary aspects of marketing, including the careful consideration of environmental factors, address the roles of marketing and marketing managers; and show the relevance of marketing for those who interact with or who are affected by marketing activities (such as consumers). We also believe that presentation is important: a textbook must describe marketing concepts to readers in an interesting, compressive, and balanced manner. As we indicate at the beginning of chapter 1, marketing is truly "an exciting, fast-paced, and contemporary business discipline".  
<br/><br/><label>ISBN: </label>0-13-242611-0 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing
<br/><br/><label>LC Class. No.: </label>HF5415  / E92