Marketing (14th Edition)

Marketing by Michael J. Etzel, Bruce J. Walker, and William J. Stanton is a seminal textbook that has served as a cornerstone for marketing education, now presented in its Fourteenth Edition. Published by McGraw-Hill, this latest version builds upon the paralleled legacy of previous editions, integrating classic principles with cutting-edge updates to provide students and professionals with an exceptionally clear and engaging path to understanding the tools and applications of modern marketing.

This textbook is extensively prescribed across BBA, MBA, M.Com, and professional diploma courses at leading Pakistani universities and business schools. The Fourteenth Edition is tailored to meet the evolving curriculum needs of Pakistani marketing students, offering unmatched clarity and practical insight tested in academic and professional examinations.

The book thoroughly covers the complete spectrum of marketing theory and practice. It explores foundational concepts such as the marketing environment, including the impact of technology, globalization, and social responsibility. Key topics include market segmentation and targeting; product development and branding; pricing strategies; distribution channels; integrated marketing communications (advertising, PR, sales promotion, digital marketing); and services marketing.

The Fourteenth Edition features extensively updated case studies and global business data, with expanded coverage of contemporary issues such as the digital transformation of marketing, social media marketing, big data and analytics in consumer behavior, agile marketing methodologies, and technology’s increasing role in managing customer relationships.

Available now at Prince Book Depot - Lahore’s most trusted bookstore since 1958. Fast delivery across Pakistan.