Etzel, Michael J; <br/><br/>
Marketing. 

 - 14th ed. 
 - New Delhi :  McGraw-Hill,  2013. 
 - xxvi, 880p. 
<br/><br/> 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. 
<br/><br/><label>ISBN: </label>9780070151567 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing
<br/><br/><label>LC Class. No.: </label>HF5415