Etzel, Michael J. creator Walker, Bruce J. Stanton, William J. text xxu Boston McGraw Hill c1997 11th ed. monographic eng

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xxi,624 p+various pagings: ill(chiefly col.); 25cm. 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. Michael J. Etzel, Bruce J. Walker and William J. Stanton. Includes index Marketing HF5415.S745.Et9 0070189544 120524