Fundamentals of marketing. /
William J. Stanton, Michael J. Etzel, Bruce J. Walker
- 10th ed.
- London: McGraw Hill, 1994.
- xxi, 697 p. : ill. (chiefly col.);
Includes index
Contents: 1. Modern marketing and its environment: The field of marketing -- The changing marketing environment -- Strategic planning and forecasting -- Marketing research and information -- 2.Target markets: Market segmentation and target-market strategies -- Consumer buying behavior -- The business market -- 3. Product: Product planning and development -- Product-mix strategies -- Brands, packaging, and other product features -- 4. Price: Price determination -- Pricing strategies -- 5. Distribution; Channel of distribution -- Retailing -- Wholesale and physical distribution -- 6. Promotion: The promotional program -- Personal selling and sales management -- Advertising, sales promotion, and public relations -- 7. Marketing in special fields: Services marketing by for-profit and non profit organization -- International marketing -- 8. Managing the marketing effort: Marketing implementation and evaluation -- Marketing; appraisal and prospects --