Marketing (with CD) (Special Indian Edition)

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The book has ample coverage on the fundamental concepts, strategies, and techniques that serve as the cornerstones of marketing programs. It Carries four themes throughout the book-global marketing, ethical challenges, the marketer as decision maker, and the impact of technology on marketing Key Features: New Chapter on Global Markets and MarketingMarketing practices in the Indian contextEmphasizing the similarities as well as the differences between consumer and business marketingRole of technology (Internet) is reflectedDiscussion on Rural Marketing

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: Michael 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 Stanton Professor Emeritus of Marketing at the University of Colorado in Boulder. He earned his M.B.A. and Ph.D. degrees at Northwestern University. For 35 years, Bill worked extensively with both undergraduate and graduate students at Colorado, developing teaching/learning materials and curricular programs.As an extension of his teaching interests, he has worked in business and has taught in management development programs for sales and marketing executives. For many years he taught in management development programs sponsored by Sales and Marketing Executives-International, including the Field Sales Management Institute (for middle-level sales executives) and the Graduate School of Sales and Marketing Management (for top-level sales and marketing executives). Bruce Walker University of Missouri- Columbia Ajay Pandit Prior to rejoining Faculty of Management Studies, University of Delhi, spent one year as Professor, School of Economics and Management, Hainan University, Haikou, Hainan, China. Before joining Hainan University, he was Dean and Professor at the School of Management Studies, Guru Gobind Singh Indraprastha University (GGSIPU) on deputation from Faculty of Management Studies (FMS), University of Delhi. He has also been the Dean of School of Environment, School of Education and School of Humanities at the Indraprastha University. Professor Pandit has been on the faculty of FMS, a top 10 B-School in India, for more than 29 years. Table of Content: PART I: NATURE AND SCOPE OF MARKETING Chapter 1. The Field of MarketingChapter 2. The Dynamic Marketing EnvironmentChapter 3. Global Markets and Marketing PART II: IDENTIFYING AND SELECTING MARKETS Chapter 4. Consumer Markets and Buying BehaviorChapter 5. Business Markets and Buying BehaviorChapter 6. Market Segmentation, Targeting and PositioningChapter 7. Marketing Research and Market Information PART III: PRODUCT Chapter 8. Product Planning and DevelopmentChapter 9. Product-Mix StrategiesChapter 10. Brands, Packaging, and Other Product FeaturesChapter 11. Services Marketing PART IV: PRICE Chapter 12. Price DeterminationChapter 13. Pricing Strategies PART V: DISTRIBUTION Chapter 14. Channels of DistributionChapter 15. RetailingChapter 16. Wholesaling and Physical Distribution PART VI: PROMOTION Chapter 17. Integrated Marketing CommunicationsChapter 18. Personal Selling and Sales ManagementChapter 19. Advertising, Sales Promotion, and Public Relations PART VII: MANAGING THE MARKETING EFFORT Chapter 20. Strategic Marketing PlanningChapter 21. Marketing Implementation and EvaluationChapter 22. Marketing and the Information Economy