Basic marketing: A marketing strategy planning approach (16th ed.) [pp. Etzel, M.J.; Walker, B.J.; & Stanton, W.J. Marketing (14th ed.) [pp. Describe benefits of automating the pricing process. Discuss risks.
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 nonprofi 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.
Stanton is professor emeritus of marketing at the University of Colorado-Boulder. He received his PhD in marketing from Northwestern University, where he was elected to Beta Gamma Sigma. He has worked in business and has taught in several management development programs for marketing executives. He has served as a consultant for various business organizations and has engaged in research projects for the federal government.
Professor Stanton also has lectured at universities in Europe, Asia, Mexico, and New Zealand. A coauthor of the leading text in sales management, Professor Stanton has also published several journal articles and monographs. Marketing has been translated into Spanish, and separate editions have been adapted (with coauthors) for Canada, Italy, Australia, and South Africa. In a survey of marketing educators, Professor Stanton was voted one of the leaders in marketing thought.
And he is listed in Who's Who in America and Who's Who in the World.