Marketing

By: Michael J. Etzelm Bruce J. Walker, William J. StantonSeries: McGraw-Hill series in marketingPublication details: Boston : Irwin/McGraw-Hill, c1997 Edition: 11th edDescription: xxi, 624 p. : col. ill ; 26 cmISBN: 0070189544Subject(s): 1. MarketingDDC classification: 658.8 ETZ

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Item type	Current library	Home library	Call number	Status	Date due	Barcode	Item holds
English Lending	Villa College Library	Villa College Library	658.8 ETZ (Browse shelf(Opens below))	Available		7917

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Contents:
Pt. 1. Modern marketing
Ch. 1. The Field of Marketing
Ch. 2. The Dynamic Marketing Environment
Ch. 3. Strategic Marketing Planning
Ch. 4. Marketing Research and Information
Part 2. Target markets
Ch. 5. Consumer Markets and Buying Behavior
Ch. 6. Business Markets and Buying Behavior
Ch. 7. Market Segmentation and Target-Market Strategies
Part 3. Product
Ch. 8. Product Planning and Development
Ch. 9. Product-Mix Strategies
Ch. 10. Brands, Packaging, and Other Product Features
Part 4. Price
Ch. 11. Price Determination
Appendix A. Marketing Math
Ch. 12. Pricing Strategies
Part 5. Distribution
Ch. 13. Channels of Distribution
Ch. 14. Retailing
Ch. 15. Wholesaling and Physical Distribution
Part 5. Promotion
Ch. 16. The Promotional Program
Ch. 17. Personal Selling and Sales Management
Ch. 18. Advertising, Sales Promotion, and Public Relations
Part 7. Marketing in special fields
Ch. 19. Services Marketing by For-Profit and Nonprofit Organizations
Ch. 20. International Marketing
Part 8. Managing the marketing effort
Ch. 21. Marketing Implementation and Evaluation
Ch. 22. Marketing: Appraisal and Prospects.
Appendix B. Careers in Marketing.

Includes bibliographical references and index

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