Marketing W/Student CD-ROM and PowerWeb - Brossura

Etzel, Michael J; Walker, Bruce J; Stanton, William J

Brossura

ISBN 10: 0072553723 ISBN 13: 9780072553727

Casa editrice: McGraw-Hill Higher Education, 2003

Riassunto

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.

Su questo libro

L'autore:

Michael J. Etzel received his PhD in marketing from the University of Colorado in 1970. Since 1980, he has been a professor of marketing at the University of Notre Dame. He also has been on the faculties at Utah State University and the University of Kentucky. He has held visiting faculty positions at the University of South Carolina and the University of Hawaii. In 1990, he was a Fulbright Fellow at the University of Innsbruck, Austria. His other overseas assignments include directing and teaching in the University of Notre Dame's program in Fremantle, Australia in 1994, and the University's London MBA program in 1998. Professor Etzel has taught marketing courses from the introductory through the doctoral level. He is also a frequent presenter in executive training programs. His research, primarily in marketing management and buyer behavior, has appeared in the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, and other publications. He is the coauthor of another college-level text, Retailing Today. He has been active in many aspects of the American Marketing Association at the local and national levels, most notably serving as chairman of the board in 1996-1997.

Contenuti:

Part I The Nature and Scope of Marketing

1. THe Field 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

Su questa edizione

• Editore: McGraw-Hill Higher Education
• Data di pubblicazione: 2003
• ISBN 10: 0072553723
• ISBN 13: 9780072553727
• Rilegatura: Copertina flessibile
• Numero di pagine: 736