Joel R. Evans

These are very exciting times for all of us. During recent years, we have seen the true arrival of the PC age and the World Wide Web, the steady global movement toward service- rather than production-driven economies, a growing understanding and interest in customer service and customer...

PrefaceWe believe that a marketing textbook for the 1990s must incorporate both traditional and contemporary aspects of marketing, carefully consider environmental factors, present the roles of marketing and marketing managers, and show the relevance of marketing for those who interact with or who...