TY  - BOOK
AU  - Etzel, Michael J.
AU  - Walker, Bruce J.
AU  - Stanton, William J. 
AU  -  Pandit, Ajay
TI  - Marketing
SN  - 978-0-07-015156-7
U1  - 658.8 
PY  - 2010///; c2007
CY  - Chennai
PB  - McGraw Hill Education (India) Pvt. Ltd.
KW  - Entrepreneurship
N1  - This completely updated edition of the well-known text book on Marketing attempts to make the discussion contemporary. It features in-text and boxed examples that highlight global issues, ethics, and applied decision making. Other themes integrated within the text include technology, global marketing, customer relationship management, small business, and entrepreneurship. This special Indian edition adds local flavour to the text, making it even more interesting for the students and practitioners of marketing in India; Contents
Part One: Nature And Scope Of Marketing 
1. The Field of Marketing 
2. The Dynamic Marketing Environment 
3. Global Markets and Marketing 

Part Two: Identifying And Selecting Markets
 4. Consumer Markets and Buying Behavior 
5. Business Markets and Buying Behavior 
6. Market Segmentation, Targeting and Positioning 
7. Marketing Research and Market Information 

Part Three: Product 
8. Product Planning and Development 
9. Product-Mix Strategies 
10. Brands, Packaging, and Other Product Features 
11. Services Marketing 

Part Four: Price 
12. Price Determination 
13. Pricing Strategies 

Part Five: Distribution
 14. Channels of Distribution 
15. Retailing 
16. Wholesaling and Physical Distribution 
Part Six: Promotion 
17. Integrated Marketing Communications 
18. Personal Selling and Sales Management 
19. Advertising, Sales Promotion, and Public Relations
 
Part Seven: Managing The Marketing Effort 
20. Strategic Marketing Planning 
21. Marketing Implementation and Evaluation 
22. Marketing and the Information Economy
ER  -