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Stanton's "Fundamentals of Marketing" has long been distinguished by its balanced, contemporary coverage of the managerial approach to marketing fundamentals. The new authorship order and the revised title reflect the contributions of the lead authors, Mike Etzel of the University of Notre Dame, and Bruce Walker of the University of Missouri, Columbia, who have coauthored the text with Bill Stanton since the ninth edition and who now assume primary authorship. The text is now a more affordable paperback with a larger typesize and a greatly expanded color photo program, including extended-example photo captions. It remains a solid, consistent, reader-friendly book which stresses the importance and necessity of a customer-oriented approach. 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 the new 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.