Fundamentals of Marketing (MCGRAW HILL SERIES IN MARKETING) - Hardcover

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

Hardcover

ISBN 10: 0070610150 ISBN 13: 9780070610156

Publisher: McGraw-Hill Publishing Co., 1993

Synopsis

This text provides coverage of the managerial approach to marketing fundamentals, stressing the importance and necessity of a customer-oriented approach. Each chapter features international and ethical references, as well as managerial perspectives.

About this title

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.

About this edition

• Publisher: McGraw-Hill Publishing Co.
• Publication date: 1993
• ISBN 10: 0070610150
• ISBN 13: 9780070610156
• Binding: Hardcover
• Number of pages: 736