TY  - BOOK
AU  - Evans, Joel R.
TI  - Marketing
SN  - 0-13-242611-0
AV  - HF5415 E92
PY  - 1997///
CY  - United States Of America
PB  - Prentice- Hall
KW  - Marketing
N1  - 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".
ER  -