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Marketing with OLC and Premium Content / Edition 14
     

Marketing with OLC and Premium Content / Edition 14

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

ISBN-10: 0073252891

ISBN-13: 9780073252896

Pub. Date: 12/16/2005

Publisher: McGraw-Hill Companies, The

Marketing, 14/e, by Etzel, Walker and Stanton continues to be a popular, low-cost, paperback option in the Principles market. This text is completely updated, and continues to incorporate technology, and feature in-text and boxed examples that highlight global issues, technology, ethics, applied decision making, chapter opening cases, and part-ending cases. Other

Overview

Marketing, 14/e, by Etzel, Walker and Stanton continues to be a popular, low-cost, paperback option in the Principles market. This text is completely updated, and continues to incorporate technology, and feature in-text and boxed examples that highlight global issues, technology, ethics, applied decision making, chapter opening cases, and part-ending cases. Other marketing themes integrated throughout the text include critical and current themes such as global marketing, customer relationship management, small business and entrepreneurship.

Product Details

ISBN-13:
9780073252896
Publisher:
McGraw-Hill Companies, The
Publication date:
12/16/2005
Edition description:
REV
Product dimensions:
8.30(w) x 10.80(h) x 1.14(d)

Table of Contents

Part I:
Nature and Scope of Marketing

1.
The Field of Marketing

2.
The Dynamic Marketing Environment

3.
Global Markets and Marketing

Part II:
Identifying and Selecting Markets

4.
Consumer Markets and Buying Behavior

5.
Business Markets and Buying Behavior

6.
Market Segmentation, Targeting and Positioning

7.
Marketing Research and Market Information

Part III: Product

8.
Product Planning and Development

9.
Product-Mix Strategies

10.
Brands, Packaging, and Other Product Features

11.
Services Marketing

Part IV: Price

12.
Price Determination

13.
Pricing Strategies

Part V:
Distribution

14.
Channels of Distribution

15.
Retailing

16.
Wholesaling and Physical Distribution

Part VI: Promotion

17.
Integrated Marketing Communications

18.
Personal Selling and Sales Management

19.
Advertising, Sales Promotion, and Public Relations

Part VII: Managing the Marketing Effort

20.
Strategic Marketing Planning

21.
Marketing Implementation and Evaluation

22. Marketing and the Information Economy

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