Marketing management /
Czinkota, Michael R.
Marketing management / Michael R. Czinkota, Masaaki Kotabe. - 2nd ed. - Cincinnati : South-Western College Pub., c2001. - xxv, 598 p. : col. ill. ; 28 cm.
Includes bibliographical references and indexes.
1. An overview of marketing --
2. Marketing planning --
3. Understanding the environment and the competition --
4. Understanding the buyer --
5. Marketing research and information --
6. Estimating the market demand --
7. Market segmentation, positioning, and branding --
8. Product and service decisions --
9. New products --
10. Pricing decisions --
11. Distribution and supply chain management --
12. Designing effective promotion and advertising strategies --
13. Direct marketing, sales promotion, and public relations --
14. Selling and sales management --
15. The future of marketing --
Case 1. Amazon.com --
Case 2. Anheuser-Busch International, Inc. --
Case 3. AT&T --
Case 4. Citibank N.A. in Japan --
Case 5. Kao Corporation --
Case 6. Marketing and the Environment --
Case 7. Pepsi One --
Case 8. Spectrum Color Systems, Inc. --
Case 9. Unisys --
Case 10. Water from Iceland. TOC
Summary:
This text integrates a study of marketing and current business scenarios with E-commerce issues. Rather than create a single chapter on e-commerce, discussions are placed in appropriate chapters and related to all aspects of marketing.
0324022034 (hardcover) 9812403663 9780324022032
00026225
Marketing--Management.
Marketing--Management--Case studies.
HF5415.13 / .C95 2001
658.802 / CZM 2001
Marketing management / Michael R. Czinkota, Masaaki Kotabe. - 2nd ed. - Cincinnati : South-Western College Pub., c2001. - xxv, 598 p. : col. ill. ; 28 cm.
Includes bibliographical references and indexes.
1. An overview of marketing --
2. Marketing planning --
3. Understanding the environment and the competition --
4. Understanding the buyer --
5. Marketing research and information --
6. Estimating the market demand --
7. Market segmentation, positioning, and branding --
8. Product and service decisions --
9. New products --
10. Pricing decisions --
11. Distribution and supply chain management --
12. Designing effective promotion and advertising strategies --
13. Direct marketing, sales promotion, and public relations --
14. Selling and sales management --
15. The future of marketing --
Case 1. Amazon.com --
Case 2. Anheuser-Busch International, Inc. --
Case 3. AT&T --
Case 4. Citibank N.A. in Japan --
Case 5. Kao Corporation --
Case 6. Marketing and the Environment --
Case 7. Pepsi One --
Case 8. Spectrum Color Systems, Inc. --
Case 9. Unisys --
Case 10. Water from Iceland. TOC
Summary:
This text integrates a study of marketing and current business scenarios with E-commerce issues. Rather than create a single chapter on e-commerce, discussions are placed in appropriate chapters and related to all aspects of marketing.
0324022034 (hardcover) 9812403663 9780324022032
00026225
Marketing--Management.
Marketing--Management--Case studies.
HF5415.13 / .C95 2001
658.802 / CZM 2001