TY  - BOOK
AU  - Etzel, Michael J.
AU  - Walker, Bruce J.
AU  - Stanton, William J.
TI  - Marketing.
SN  - 0070189544
AV  - HF5415.S745.Et9 
PY  - 1997///
CY  - Boston
PB  - McGraw Hill
KW  - Marketing
N1  - Includes index; 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
ER  -