Marketing (MCGRAW HILL SERIES IN MARKETING) - Softcover

Etzel, Michael; Walker, Bruce J; Stanton, William

Softcover

ISBN 10: 0070189544 ISBN 13: 9780070189546

Verlag: McGraw-Hill Education, 1996

Inhaltsangabe

Book by Etzel Michael J Walker Bruce J Stanton William J

Über diesen Titel

Reseña del editor:

Stanton's "Fundamentals of Marketing" has long been distinguished by its balanced, contemporary coverage of the managerial approach to marketing fundamentals. The new authorship order and the revised title reflect the contributions of the lead authors, Mike Etzel of the University of Notre Dame, and Bruce Walker of the University of Missouri, Columbia, who have coauthored the text with Bill Stanton since the ninth edition and who now assume primary authorship. The text is now a more affordable paperback with a larger typesize and a greatly expanded color photo program, including extended-example photo captions. It remains a solid, consistent, reader-friendly book which stresses the importance and necessity of a customer-oriented approach. Thoroughly updated and revised to reflect the rapidly changing landscape of marketing, this classic text continues to be distinguished by its readability, balanced coverage, and high-interest examples. State-of-the-art coverage in the new edition includes relationship marketing, value marketing, ISO 9000, database marketing, and the technological developments that have reinvented marketing practice in the 1990s, such as Internet and World Wide Web marketing.

Biografía del autor:

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.

Über diese Auflage

• Verlag: McGraw-Hill Education
• Erscheinungsdatum: 1996
• ISBN 10: 0070189544
• ISBN 13: 9780070189546
• Einband: Tapa blanda
• Anzahl der Seiten: 704