The tenth edition remains a solid, consistent, reader-friendly book which stresses the importance and necessity of a customer-oriented approach. Every chapter is replete with international and ethical references, as well as managerial perspectives - and environmental marketing issues are covered periodically. The tenth edition is two chapters shorter than the last edition, so as to allow more time to cover it in its entirety. Eight of the 22 chapters have been extensively rewritten and all chapters have been updated. Each chapter is now framed by a short case involving a brand-name company: the case introduces the chapter, then closes the chapter with a follow-up. New "You Make the Decision" boxes invite students to grapple with managerial challenges real marketers are facing and new "A Commitment to ..." boxes emphasize the necessity for commitment to the environment, to customer satisfaction, or to quality. Two "Hands-on Marketing" exercises requiring library and/or field research have been added to the end of each chapter.
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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.
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