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

Marketing W/Powerweb

• Broschiertes Buch

Produktbeschreibung

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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Produktdetails

• Marketing
• Verlag: McGraw Hill LLC
• Revised
• Seitenzahl: 674
• Erscheinungstermin: August 2000
• Englisch
• Abmessung: 267mm x 216mm x 30mm
• Gewicht: 1583g
• ISBN-13: 9780072430349
• ISBN-10: 0072430346
• Artikelnr.: 21966486

Autorenporträt

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.

Inhaltsangabe

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 & Buying Behavior 5. Business Markets & 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 Strategyies
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, Public Relations and Direct Marketing Part
VII. Managing the Marketing Effort 20. Marketing Strategy Planning 21.
Marketing Implementation and evaluation 22. Marketing and Technology
Appendix B -- Careers in Marketing