Incorporating technology, this title features in-text and boxed examples that highlight global issues, technology, ethics, and applied decision making, chapter opening cases, and part-ending cases. The marketing themes integrated throughout it include critical and modern themes such as global marketing, customer relationship management, and more.
Incorporating technology, this title features in-text and boxed examples that highlight global issues, technology, ethics, and applied decision making, chapter opening cases, and part-ending cases. The marketing themes integrated throughout it include critical and modern themes such as global marketing, customer relationship management, and more.
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.
Inhaltsangabe
Part I The Nature and Scope of Marketing 1. THe Field of Marketing 2. The Dynamic Marketing Environment 3. Global Markets and Marketing Part II. Target Markets 4. Consumer Markets and Buying Behavior 5. Business Markets and Buying Behavior 6. Market Segmentation, Targeting and Positioning 7. Marketing Research and Market Information Part III. Product 8. Product Planning and Development 9. Product Mix Strategies 10. Brands, Packaging, and other Product Features 11. Services and Not-for-Profit Offerings Part IV. Price 12. Price Determination Appendix A Marketing Math 13. Pricing Strategies Part V. Distribution 14. Channels of Distribution 15. Retailing 16. Wholesaling and Physical Distribution Part VI. Promotion 17. Integrated Marketing Communications 18. Personal Selling and Sales Force Management 19. Advertising, Sales Promotion, and Public Relations Part VII. Managing the Marketing Effort 20. Strategic Marketing Planning 21. Marketing Implementation and evaluation 22. Marketing and the Information Economy Appendix B-Careers in Marketing
Part I The Nature and Scope of Marketing 1. THe Field of Marketing 2. The Dynamic Marketing Environment 3. Global Markets and Marketing Part II. Target Markets 4. Consumer Markets and Buying Behavior 5. Business Markets and Buying Behavior 6. Market Segmentation, Targeting and Positioning 7. Marketing Research and Market Information Part III. Product 8. Product Planning and Development 9. Product Mix Strategies 10. Brands, Packaging, and other Product Features 11. Services and Not-for-Profit Offerings Part IV. Price 12. Price Determination Appendix A Marketing Math 13. Pricing Strategies Part V. Distribution 14. Channels of Distribution 15. Retailing 16. Wholesaling and Physical Distribution Part VI. Promotion 17. Integrated Marketing Communications 18. Personal Selling and Sales Force Management 19. Advertising, Sales Promotion, and Public Relations Part VII. Managing the Marketing Effort 20. Strategic Marketing Planning 21. Marketing Implementation and evaluation 22. Marketing and the Information Economy Appendix B-Careers in Marketing
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