Marketing / Edition 14

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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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Product Details

  • ISBN-13: 9780073016344
  • Publisher: McGraw-Hill Companies, The
  • Publication date: 12/28/2005
  • Edition description: New Edition
  • Edition number: 14
  • Pages: 706

Table of Contents

Ch. 1 The Field of Marketing 2
Ch. 2 The Dynamic Marketing Environment 28
Ch. 3 Strategic Marketing Planning 50
Ch. 4 Marketing Research and Information 74
Ch. 5 Consumer Markets and Buying Behavior 102
Ch. 6 Business Markets and Buying Behavior 132
Ch. 7 Market Segmentation and Target-Market Strategies 156
Ch. 8 Product Planning and Development 190
Ch. 9 Product-Mix Strategies 218
Ch. 10 Brands, Packaging, and Other Product Features 240
Ch. 11 Price Determination 272
Appendix A Marketing Math 299
Ch. 12 Pricing Strategies 312
Ch. 13 Channels of Distribution 340
Ch. 14 Retailing 370
Ch. 15 Wholesaling and Physical Distribution 400
Ch. 16 The Promotional Program 438
Ch. 17 Personal Selling and Sales Management 460
Ch. 18 Advertising, Sales Promotion, and Public Relations 482
Ch. 19 Services Marketing by For-Profit and Nonprofit Organizations 512
Ch. 20 International Marketing 536
Ch. 21 Marketing Implementation and Evaluation 568
Ch. 22 Marketing: Appraisal and Prospects 594
Appendix B Careers in Marketing B-1
Notes and References N-1
Photo Credits P-1
Glossary G-1
Indexes I-1
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