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Full 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.
Contents
Part I The Field of Marketing1. Overview of Marketing 2. The Dynamic Marketing Environment3. Global Markets and Marketing Part II. Target Markets4. Consumer Markets & Buying Behavior5. Business Markets & Buying Behavior6. Market Segmentation, Targeting and Positioning 7. Marketing Research and Market InformationPart III. Product8. Product Planning and Development9. Product-Mix Strategies10. Brands, Packaging, and Other Product Features11. Services and Not-for-Profit OfferingsPart IV. Price12. Price DeterminationAppendix A -- Marketing Math 13. Pricing StrategyiesPart V. Distribution14. Channels of Distribution15. Retailing 16. Wholesaling and Physical DistributionPart VI. Promotion17. Integrated Marketing Communications 18. Personal Selling and Sales Management19. Advertising, Sales Promotion, Public Relations and Direct MarketingPart VII. Managing the Marketing Effort20. Marketing Strategy Planning 21. Marketing Implementation and evaluation22. Marketing and TechnologyAppendix B -- Careers in Marketing