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Synopsis
The ninth edition of this book includes new material on consumer behaviour, retailing, and channels of distribution. The various sections are leavened with case studies. The book aims to give students a practical understanding of how marketing operates in business today.
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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.
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- PublisherMcGraw-Hill Inc.,US
- Publication date1991
- ISBN 10 0070609527
- ISBN 13 9780070609525
- BindingHardcover
- LanguageEnglish
- Number of pages688
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Fundamentals of marketing (McGraw-Hill series in marketing)
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New York : McGraw-Hill, c1991., 1991
ISBN 10: 0070609527
ISBN 13: 9780070609525
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