Marketing management / Michael R. Czinkota, Masaaki Kotabe.

By: Czinkota, Michael R Contributor(s): Kotabe, Masaaki Material type: Text

TextLanguage: English Publication details: Cincinnati : South-Western College Pub., c2001. Edition: 2nd edDescription: xxv, 598 p. : col. ill. ; 28 cmISBN: 0324022034 (hardcover); 9812403663; 9780324022032Subject(s): Marketing -- Management | Marketing -- Management -- Case studiesDDC classification: 658.802 LOC classification: HF5415.13 | .C95 2001Online resources: WorldCat details

Contents:

TOC 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.

Summary: 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.

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Holdings ( 1 )
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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode	Item holds
Text	Dr. S. R. Lasker Library, EWU Reserve Section	Non-fiction	658.8 02 CZM 2001 (Browse shelf(Opens below))	C-1	Not For Loan		14825

Total holds: 0

Includes bibliographical references and indexes.

TOC 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.

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.

Tahur Ahmed

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