Fundamentals of Marketing - Softcover

Softcover

ISBN 10: 0070608911 ISBN 13: 9780070608917

Synopsis

The new Fundamentals of Marketing package offers complete text and digital solutions to provide the flexibility you want - at a price your students can afford.

Fundamentals provides the grounding students need to succeed in a marketplace of changing technologies and global business relationships. Every chapter has been updated and critically revised, with expanded coverage of electronic marketing, international marketing, relationship marketing, business-to-business marketing, green marketing, direct marketing, services, ethics and quality management. Importantly, Miller and Layton make students aware of the larger marketing environment with experiential exercises, discussion questions and case studies feature real people and real businesses.

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.

William J. Stanton is professor emeritus of marketing at the University of Colorado-Boulder. He received his PhD in marketing from Northwestern University, where he was elected to Beta Gamma Sigma. He has worked in business and has taught in several management development programs for marketing executives. He has served as a consultant for various business organizations and has engaged in research projects for the federal government. Professor Stanton also has lectured at universities in Europe, Asia, Mexico, and New Zealand. A coauthor of the leading text in sales management, Professor Stanton has also published several journal articles and monographs. Marketing has been translated into Spanish, and separate editions have been adapted (with coauthors) for Canada, Italy, Australia, and South Africa. In a survey of marketing educators, Professor Stanton was voted one of the leaders in marketing thought. And he is listed in Who's Who in America and Who's Who in the World.

About this edition

• ISBN 10: 0070608911
• ISBN 13: 9780070608917
• Binding: Paperback