Marketing

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Title:

Marketing

Author:

Etzel, Michael J.

ISBN:

9780070189546

9780071147354

Personal Author:

Etzel, Michael J.

Edition:

11th ed.

Publication Information:

Physical Description:

1 volume (various pagings) : color illustrations ; 26 cm.

Series:

McGraw-Hill series in marketing

McGraw-Hill series in marketing.

General Note:

Revised edition of: Fundamentals of marketing / William J. Stanton, Michael J. Etzel, Bruce J. Walker. 10th ed. c1994.

Contents:

pt. 1. Modern marketing -- pt. 2. Target markets -- pt. 3. Product -- pt. 4. Price -- pt. 5. Distribution -- pt. 6. Promotion -- pt. 7. Marketing in special fields -- pt. 8. Managing the marketing effort.

Subject Term:

Added Author:

Stanton, William J. Fundamentals of marketing.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:VCDBN	1:GEN-BOOK	000024953	658.8 ETZ	1	Searching... Unknown
Searching... 1:VCSD	1:GEN-BOOK	000052154	658.8 ETZ	1	Searching... Unknown
Searching... 1:VGBDX	1:GEN-BOOK	000005942	658.8 ETZ	1	Searching... Unknown
Searching... 1:VGCT	1:GEN-BOOK	000039310	658.8 ETZ	1	Searching... Unknown
Searching... 1:VGDBN	1:GEN-BOOK	000014400	658.8 ETZ	1	Searching... Unknown

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Summary

This textbook stresses the importance and necessity of a customer-oriented approach to marketing. It covers relationship marketing, ISO 9000, database marketing, and the technological developments that have reinvented marketing practice in the 1990s, such as Internet and the World Wide Web. Case studies include rivalries such as Coke versus Pepsi.