Marketing / 13th ed.

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作者：Michael J. Etzel, Bruce J. Walker and William J. Stanton

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ISBN：9780071214551

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Etzel, Walker, Stanton's Marketing, 12th Edition will continue to be a low-cost alternative in a paperback format, now including free access to PowerWeb. It incorporates technology throughout; in-text and boxed examples, chapter opening cases, and part-ending cases. This book was the first to incorporate WWW addresses and in this edition the authors go well beyond that with an in-depth look at how companies are making technology an important part of their successful marketing strategies. The authors have also made it a priority to integrate other important and current themes such as global marketing, customer relationships, small business and entrepreneurship. In this edition, the global marketing chapter was moved to the first part of the book (chapter 3) to introduce its importance early. Global examples and coverage are then integrated throughout. This edition offers a completely new design, a revised supplements package, a new interactive web page and a special package with Annual Edition online.

Part 1 The Nature and Scope of Marketing
Chp.1 The Field of Marketing
Chp.2 The Dynamic Marketing Environment
Chp.3 Global Markets and Marketing
Part 2 Target Markets
Chp.4 Consumer Markets and Buying Behavior
Chp.5 Business Markets and Business Buying Behavior
Chp.6 Market Segmentation, Targeting, and Positioning
Chp.7 Marketing Research and Market Information
Part 3 Product
Chp.8 Product Planning and Development
Chp.9 Product-Mix Strategies
Chp.10 Brands, Packaging, and Other Product Features
Chp.11 Services Marketing
Part 4 Price
Chp.12 Price Determination
Appendix A Marketing Math
Chp.13 Pricing Strategies
Part 5 Distribution
Chp.14 Channels of Distribution
Chp.15 Retailing
Chp.16 Wholesaling and Physical Distribution
Part 6 Promotion
Chp.17 Integrated Marketing Communications
Chp.18 Personal Selling and Sales Management
Chp.19 Advertising, Sales Promotion, and Public Relations
Part 7 Managing the Marketing Effort
Chp.20 Strategic Marketing Planning
Chp.21 Marketing Implementation and Evaluation
Chp.22 Marketing and the Information Economy
Appendix B Careers and Marketing

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Marketing / 13th ed.

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