TY  - BOOK
AU  - Stanton,William J.
AU  - Etzel,Michael J.
AU  - Walker,Bruce J.
TI  - Fundamentals of marketing
SN  - 0070610150 (alk. paper)
U1  - 658.8 20
PY  - 1994///
CY  - New York
PB  - McGraw-Hill
KW  - Marketing
N1  - Contents

Part one: Modern marketing and its environment
1 The field of marketing
2 The changing marketing environment
3 Strategic Planning and forecasting
4 Marketing Research and Information

Part two: Target Markets
5 Market segmentation and Target Market strategies
6 Consumer Buying Behavior
7 The Business Market

Part three: Product
8 Product planning and Development
9 Product-Mix Strategies
10 Brands, Packaging, and Other Product Features

Part four: Price
11 Price Determination
12 Pricing Strategies

Part five: Distribution
13 Channels of Distribution 
14 Retailing
15 Wholesaling and Physical Distributions

Part six: Promotion
16 The promotional program
17 Personal selling and sales management
18 Advertising , sales Promotion and public relations

Part seven: Marketing in special fields
19 Services Marketing by For-Profit and Nonprofit Organizations
20 International Marketing

Part eight: Managing the Marketing Effort
21 Marketing Implementation and Evaluation
22 Marketing: Appraisal and Prospects
; Includes bibliographical references and indexes
ER  -