Etzel, Michael J. <br/><br/>
Marketing. / 
Michael J. Etzel, Bruce J. Walker and William J. Stanton. 
 - 11th ed. 
 - Boston:  McGraw Hill,  c1997. 
 - xxi,624 p+various pagings:  ill(chiefly col.);  25cm. 
<br/><br/> Includes index 
<br/><br/>Contents: Modern marketing -- Field of marketing -- The Dynamic marketing environment -- Strategic marketing planning -- Marketing research and information -- Target market -- Consumer markets and buying behavior -- Business markets and buying behavior -- Market segmentation and target-market strategies -- Product -- Product planning and development -- Product-mix strategies -- Brands, packaging, and other product features -- Price -- Price determination -- Marketing math -- Pricing strategies -- Distribution -- Channels of distribution -- Retailing -- Wholesaling and physical distribution -- Promotion -- The Promotional program -- Personal selling and sales management -- Advertising, sales promotion, and public relations -- Marketing in special fields -- Services marketing by for-profit and non-profit organizations -- International marketing -- Managing the marketing effort -- Marketing implementation and evaluation -- Marketing: appraisal and prospects -- Careers in marketing. 
<br/><br/><label>ISBN: </label>0070189544 
<br/><br/><label>Subjects--Topical Terms: </label> Marketing. 
<br/><br/><label>LC Class. No.: </label>HF5415.S745.Et9