Marketing （13TH）

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

McGraw Hill Higher Education（2003/05発売）

• ページ数 736 p.
• 言語 ENG
• 商品コード 9780072553727
• DDC分類 658.8

Full Description

"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.

Contents

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