Etzel, Michael J;

Marketing. - 14th ed. - New Delhi : McGraw-Hill, 2013. - xxvi, 880p.

his textbook stresses the importance and necessity of a customer-oriented approach to marketing. It covers, within a managerial perspective, current issues, such as technology, international concerns, ethics, and environmental marketing. Case studies include rivalries such as Coke versus Pepsi.

9780070151567


Marketing

HF5415