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Marketing / Edition 14
     

Marketing / Edition 14

by Michael J. J. Etzel, Michael J. Etzel, William J. Stanton, Bruce J. Walker
 

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ISBN-10: 0073016349

ISBN-13: 9780073016344

Pub. Date: 12/28/2005

Publisher: McGraw-Hill Companies, The

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.

Overview

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.

Product Details

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

Table of Contents

Preface xvii
PART ONE Modern Marketing 1(100)
The Field of Marketing
2(26)
The Dynamic Marketing Environment
28(22)
Strategic Marketing Planning
50(24)
Marketing Research and Information
74(27)
PART TWO Target Markets 101(88)
Consumer Markets and Buying Behavior
102(30)
Business Markets and Buying Behavior
132(24)
Market Segmentation and Target-Market Strategies
156(33)
PART THREE Product 189(82)
Product Planning and Development
190(28)
Product-Mix Strategies
218(22)
Brands, Packaging, and Other Product Features
240(31)
PART FOUR Price 271(68)
Price Determination
272(40)
Appendix A Marketing Math
299(13)
Pricing Strategies
312(27)
PART FIVE Distribution 339(98)
Channels of Distribution
340(30)
Retailing
370(30)
Wholesaling and Physical Distribution
400(37)
PART SIX Promotion 437(74)
The Promotional Program
438(22)
Personal Selling and Sales Management
460(22)
Advertising, Sales Promotion, and Public Relations
482(29)
PART SEVEN Marketing in Special Fields 511(56)
Services Marketing by For-Profit and Nonprofit Organizations
512(24)
International Marketing
536(31)
PART EIGHT Managing the Marketing Effort 567(1)
Marketing Implementation and Evaluation
568(26)
Marketing: Appraisal and Prospects
594(1)
Appendix B Careers in Marketing
B-1(1)
Notes and References N-1(1)
Photo Credits P-1(1)
Glossary G-1(1)
Indexes I-1

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