TY - BOOK AU - Etzel, Michael J; AU - Walker, Bruce J AU - Pandit, Ajay AU - Stanton, William J TI - Marketing SN - 9780070151567 AV - HF5415 PY - 2013/// CY - New Delhi PB - McGraw-Hill KW - Marketing N2 - 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 ER -