Marketing (Study Guide) / Edition 11by Michael J. Etzel, William J. Stanton, Bruce J. Walker
Pub. Date: 09/28/1996
Publisher: McGraw-Hill Higher Education
Stanton's "Fundamentals of Marketing" has long been distinguished by its balanced,contemporary coverage of the managerial approach to marketing fundamentals. Thoroughly updated and revised to reflect the rapidly changing landscape of marketing,this classic text continues to be distinguished by its readability,balanced coverage,and high-interest examples. State-of-the-art coverage in this edition includes relationship marketing,value marketing,ISO 9000,database marketing,and the technological developments that have reinvented marketing practice in the 1990s,such as Internet and World Wide Web marketing.
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