Fundamentals of marketing / William J. Stanton, Michael J. Etzel, Bruce J. Walker.

Includes bibliographical references and indexes.

Modern marketing and its environment; the field of marketing - appendix A: careers in marketing; the changing marketing environment; strategic planning and forecasting; marketing research and information. Part 2 Tartet markets; market segmentation and target market strategies; consumer buying behaviour; the business market. Part 3 The product; product planning and development; product mix strategies; brands, packaging, and other product features. Part 4 The price; price determination - appendix B: marketing math; pricing strategies and policies. Part 5 Distribution; channels of distribution process; retailing; wholesaling and physical distribution. Part 6 Promotion; the promotional programme; personal selling and sales management; advertising, sales promotion, and public relations. Part 7 Marketing in special fields; marketing of services - for-profit and not-for-profit; international marketing. Part 8 Managing a marketing programme; marketing implementation and evaluation; marketing appraisal and prospects.

Offers coverage of the managerial approach to marketing fundamentals. This work covers current issues, such as international, ethics and environmental marketing, within a managerial perspective. It also covers various components of marketing strategy such as promotion and price.

eng.