Fundamentals of Marketing by William J Stanton
The tenth edition remains a solid, consistent, reader-friendly book which stresses the importance and necessity of a customer-oriented approach. Every chapter is replete with international and ethical references, as well as managerial perspectives - and environmental marketing issues are covered periodically. The tenth edition is two chapters shorter than the last edition, so as to allow more time to cover it in its entirety. Eight of the 22 chapters have been extensively rewritten and all chapters have been updated. Each chapter is now framed by a short case involving a brand-name company: the case introduces the chapter, then closes the chapter with a follow-up. New "You Make the Decision" boxes invite students to grapple with managerial challenges real marketers are facing and new "A Commitment to ..." boxes emphasize the necessity for commitment to the environment, to customer satisfaction, or to quality. Two "Hands-on Marketing" exercises requiring library and/or field research have been added to the end of each chapter.| SKU | Nicht verfügbar |
| ISBN 13 | 9780071136709 |
| ISBN 10 | 0071136703 |
| Title | Fundamentals of Marketing |
| Author | William J Stanton |
| Condition | Nicht verfügbar |
| Binding type | Paperback |
| Publisher | McGraw-Hill Education - Europe |
| Year published | 1993-11-01 |
| Number of pages | 736 |
| Cover note | Die Abbildung des Buches dient nur Illustrationszwecken, die tatsächliche Bindung, das Cover und die Auflage können sich davon unterscheiden. |
| Note | Nicht verfügbar |