Stanton, William J. creator Etzel, Michael J. Walker, Bruce J. text xxu London McGraw Hill 1994 10th ed. monographic eng

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xxi, 697 p. : ill. (chiefly col.); 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 -- William J. Stanton, Michael J. Etzel, Bruce J. Walker Includes index Marketing HF5415.S74 658.8 0070610150 120524 20211126103033.0