Synopses & Reviews
Marketing, 14/e, by Etzel, Walker and Stanton continues to be a popular, low-cost, paperback option in the Principles market. This text is completely updated, and continues to incorporate technology, and feature in-text and boxed examples that highlight global issues, technology, ethics, applied decision making, chapter opening cases, and part-ending cases. Other marketing themes integrated throughout the text include critical and current themes such as global marketing, customer relationship management, small business and entrepreneurship.
About the Author
Michael J. Etzel received his PhD in marketing from the University of Colorado in 1970. Since 1980, he has been a professor of marketing at the University of Notre Dame. He also has been on the faculties at Utah State University and the University of Kentucky. He has held visiting faculty positions at the University of South Carolina and the University of Hawaii. In 1990, he was a Fulbright Fellow at the University of Innsbruck, Austria. His other overseas assignments include directing and teaching in the University of Notre Dame's program in Fremantle, Australia in 1994, and the University's London MBA program in 1998.Professor Etzel has taught marketing courses from the introductory through the doctoral level. He is also a frequent presenter in executive training programs. His research, primarily in marketing management and buyer behavior, has appeared in the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, and other publications. He is the coauthor of another college-level text, Retailing Today.He has been active in many aspects of the American Marketing Association at the local and national levels, most notably serving as chairman of the board in 1996-1997.William J. Stanton is professor emeritus of marketing at the University of Colorado-Boulder. He received his PhD in marketing from Northwestern University, where he was elected to Beta Gamma Sigma. He has worked in business and has taught in several management development programs for marketing executives. He has served as a consultant for various business organizations and has engaged in research projects for the federal government. Professor Stanton also has lectured at universities in Europe, Asia, Mexico, and New Zealand.A coauthor of the leading text in sales management, Professor Stanton has also published several journal articles and monographs. Marketing has been translated into Spanish, and separate editions have been adapted (with coauthors) for Canada, Italy, Australia, and South Africa. In a survey of marketing educators, Professor Stanton was voted one of the leaders in marketing thought. And he is listed in Who's Who in America and Who's Who in the World.
Table of Contents
Part I: Nature and Scope of Marketing1. The Field of Marketing2. The Dynamic Marketing Environment3. Global Markets and Marketing Part II: Identifying and Selecting Markets4. Consumer Markets and Buying Behavior5. Business Markets and Buying Behavior6. Market Segmentation, Targeting and Positioning 7. Marketing Research and Market InformationPart III: Product8. Product Planning and Development9. Product-Mix Strategies10. Brands, Packaging, and Other Product Features11. Services MarketingPart IV: Price12. Price Determination13. Pricing StrategiesPart V: Distribution14. Channels of Distribution15. Retailing 16. Wholesaling and Physical DistributionPart VI: Promotion17. Integrated Marketing Communications 18. Personal Selling and Sales Management19. Advertising, Sales Promotion, and Public RelationsPart VII: Managing the Marketing Effort20. Strategic Marketing Planning 21. Marketing Implementation and Evaluation22. Marketing and the Information Economy