Includes bibliographical references (p. 640-663) and indexes.

The nature and scope of marketing. The field of marketing -- The dynamic marketing environment -- Global markets and marketing -- Identifying and selecting markets. Consumer markets and buying behavior -- Business markets and buying behavior -- Market segmentation, targeting and positioning -- Marketing research and market information -- Product. Product planning and development -- Product mix strategies -- Brands, packaging and other product features -- Services marketing -- Price. Price determination -- Pricing strategies -- Distribution. Channels of distribution --Retailing -- Wholesaling and physical distributing -- Promotion. Integrated marketing communication -- Personal selling and sales management -- Advertising, sales promotion, and public relations -- Managing the marketing effort. Strategic marketing planning -- Marketing implementation and evaluation -- Marketing and the information economy.

Stanton's "Fundamentals of Marketing" has long been distinguished by its balanced,contemporary coverage of the managerial approach to marketing fundamentals. Thoroughly updated and revised to reflect the rapidly changing landscape of marketing,this classic text continues to be distinguished by its readability,balanced coverage,and high-interest examples. State-of-the-art coverage in this edition includes relationship marketing,value marketing,ISO 9000,database marketing,and the technological developments that have reinvented marketing practice in the 1990s,such as Internet and World Wide Web marketing. - Publisher.

System requirements for accompanying disc: Pentium III processor; 64 MB RAM; 40 MB free hard disk space; Microsoft Internet Explorer 5.0 or higher; 800 x 600 screen resolution; CD-ROM drive.