000			01198nam a2200205Ia 4500
003			1798
008			191217s9999||||xx |||||||||||||| ||und||
020			_a0-13-242611-0
040			_cCIC-UMAD
041			_aeng
050			_aHF5415 _bE92
100			_aEvans, Joel R. _93669
245		0	_aMarketing
250			_a7a
260			_aUnited States Of America _bPrentice- Hall _c1997
300			_a784 p. _b28 cm
502			_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".
650			_aMarketing _93670
942			_2lcc _cBK
999			_c3090 _d3090