"Marketing, 14/e", by Etzel, Walker and Stanton is completely updated, and continues to incorporate technology, and feature in-text and boxed examples that highlight global issues, technology, ethics, applied decision making, chapter opening cases, and part-ending cases. Other marketing themes integrated throughout the text include critical and current themes such as global marketing, customer relationship management, small business and entrepreneurship.
Part I: Nature and Scope of Marketing 1. The Field of Marketing 2. The Dynamic Marketing Environment 3. Global Markets and Marketing Part II: 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 III: Product 8. Product Planning and Development 9. Product-Mix Strategies 10. Brands, Packaging, and Other Product Features 11. Services Marketing Part IV: Price 12. Price Determination 13. Pricing Strategies Part V: Distribution 14. Channels of Distribution v15. Retailing 16. Wholesaling and Physical Distribution Part VI: Promotion 17. Integrated Marketing Communications 18. Personal Selling and Sales Management 19. Advertising, Sales Promotion, and Public Relations Part VII: Managing the Marketing Effort 20. Strategic Marketing Planning 21. Marketing Implementation and Evaluation 22. Marketing and the Information Economy