01135nam a2200181Ia 45000030005000000080041000050200018000460400013000640410008000770500016000851000019001012450014001202500007001342600051001413000018001925020729002106500014009391798191217s9999||||xx |||||||||||||| ||und||  a0-13-242611-0  cCIC-UMAD  aeng  aHF5415bE92  aEvans, Joel R. 0aMarketing  a7a  aUnited States Of AmericabPrentice- Hallc1997  a784 p.b28 cm  aWe 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".   aMarketing