Fundamentals of Marketing

by William J. Stanton, Michael J. Etzel, Bruce J. Walker

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.

697 pages, Hardcover

First published September 28, 2000

Reviews

[Aqsa Shahid]

I want to read this book for the completion of project

[Tomi Pakei]

Stray not thee from the principles
There are 8 parts in total (with 3-4 chapters per part):
1: marketing and its environment
2: target markets
3-6: product, price, distribution, promotion
7: marketing in special fields
8: managing the marketing effort

The first two parts are dealing with the context (the 'playground') and where to start from (the consumer's side), if we are to be interested in marketing at all. Part 3-6 the details (the producer's side). Part 7 some special cases (like that of nonprofit organizations). Part 8 is the introduction to what I call 'high marketing' (forecasting, evaluation etc) since it is basic no more.

I like the way this book by Stanton et al. forces us readers to recognize first the concept of marketing, before going into details. It's more or less like in recognizing people. Our understanding (or relationship with) them will almost surely end up in confusion if our first impressions are based merely on anatomical body parts.

Now that, is fundamental.

[Evangeline Marie]

its good

[Bouhafs]

i don't think

[Maria]

Excellent book for the students of Marketing. It explains the concepts very well.

[Sabbir Rahmatullah]

As student of MBA i like to read as text book

[Iram Khan]

Fundamentals of Marketing

[Franchesca Pato]

i have learned a lot in this book.

[Monis]

Wanted to read this for my MBA studies.

[Arra Mendiola]

qa

[Mamat Rahmat]

gooood idea

[Abir]

i want to read.

[Ram]

hghg

[Olin]

i want to read this book

[Unix Kernel]

a

[Toño Table]

Grate book

[Hasan Imam]

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[Ramkrishna Rana]

I think know about basic concept of marketing