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Marketing

ISBN-10: 0072526505

ISBN-13: 9780072526509

Edition: 13th 2004

Authors: Michael J. Etzel, Bruce J. Walker, William J. Stanton

List price: $109.06
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Description:

Etzel, Walker, Stanton's Marketing, 12th Edition will continue to be a low-cost alternative in a paperback format, now including free access to PowerWeb. It incorporates technology throughout; in-text and boxed examples, chapter opening cases, and part-ending cases. This book was the first to incorporate WWW addresses and in this edition the authors go well beyond that with an in-depth look at how companies are making technology an important part of their successful marketing strategies. The authors have also made it a priority to integrate other important and current themes such as global marketing, customer relationships, small business and entrepreneurship. In this edition, the global marketing chapter was moved to the first part of the book (chapter 3) to introduce its importance early. Global examples and coverage are then integrated throughout. This edition offers a completely new design, a revised supplements package, a new interactive web page and a special package with Annual Edition online.
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Book details

List price: $109.06
Edition: 13th
Copyright year: 2004
Publisher: McGraw-Hill Companies, The
Binding: Paperback
Pages: 736
Size: 8.50" wide x 10.80" long x 0.85" tall
Weight: 3.564
Language: English

William J. Stanton is professor emeritus of marketing at the University of Colorado-Boulder. He received his PhD in marketing from Northwestern University, where he was elected to Beta Gamma Sigma. He has worked in business and has taught in several management development programs for marketing executives. He has served as a consultant for various business organizations and has engaged in research projects for the federal government. Professor Stanton also has lectured at universities in Europe, Asia, Mexico, and New Zealand. A coauthor of the leading text in sales management, Professor Stanton has also published several journal articles and monographs. Marketing has been translated into Spanish, and separate editions have been adapted (with coauthors) for Canada, Italy, Australia, and South Africa. In a survey of marketing educators, Professor Stanton was voted one of the leaders in marketing thought. And he is listed in Who's Who in America and Who's Who in the World.

Preface
The Field of Marketingp. 2
The Dynamic Marketing Environmentp. 28
Strategic Marketing Planningp. 50
Marketing Research and Informationp. 74
Consumer Markets and Buying Behaviorp. 102
Business Markets and Buying Behaviorp. 132
Market Segmentation and Target-Market Strategiesp. 156
Product Planning and Developmentp. 190
Product-Mix Strategiesp. 218
Brands, Packaging, and Other Product Featuresp. 240
Price Determinationp. 272
Marketing Mathp. 299
Pricing Strategiesp. 312
Channels of Distributionp. 340
Retailingp. 370
Wholesaling and Physical Distributionp. 400
The Promotional Programp. 438
Personal Selling and Sales Managementp. 460
Advertising, Sales Promotion, and Public Relationsp. 482
Services Marketing by For-Profit and Nonprofit Organizationsp. 512
International Marketingp. 536
Marketing Implementation and Evaluationp. 568
Marketing: Appraisal and Prospectsp. 594
Careers in Marketingp. B-1
Notes and Referencesp. N-1
Photo CreditsP-1
Glossaryp. G-1
Indexesp. I-1
Table of Contents provided by Blackwell. All Rights Reserved.