Marketing
Bruce J. Walker, William J Stanton, Michael J. Etzel
Résumé
Marketing, 13/e, by Etzel, Walker and Stanton continues to be a popular, low-cost, paperback option in the Principles market. This text is thoroughly revised, completely updated, and continues to incorporate technology, and feature in-text and boxed examples that highlight global issues, technology, ethics, and 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. This edition features a completely new design, a new Student CD-ROM, a revised supplements package and an interactive web page.
Contents
- Part I The Field of Marketing
- 1. Overview of Marketing
- 2. The Dynamic Marketing Environment
- 3. Global Markets and Marketing
- Part II. Target 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 and Not-for-Profit Offerings
- Part IV. Price
- 12. Price Determination
- Appendix A – Marketing Math
- 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 Force 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
- Appendix B-Careers in Marketing
Caractéristiques techniques
| PAPIER | |
| Éditeur(s) | Mc Graw Hill |
| Auteur(s) | Bruce J. Walker, William J Stanton, Michael J. Etzel |
| Parution | 03/07/2003 |
| Édition | 13eme édition |
| Nb. de pages | 736 |
| Format | 21,5 x 27,5 |
| Couverture | Broché |
| Poids | 1485g |
| Intérieur | Noir et Blanc |
| EAN13 | 9780071215695 |
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