Evans, Joel R. creator text xx United States Of America Prentice- Hall 1997 9999 7a monographic und eng 784 p. 28 cm 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". Marketing HF5415 E92 0-13-242611-0 191217