TY  - BOOK
AU  - Czinkota,Michael R.
AU  - Kotabe,Masaaki
TI  - Marketing management
SN  - 0324022034 (hardcover)
AV  - HF5415.13 .C95 2001
U1  - 658.802 
PY  - 2001///
CY  - Cincinnati
PB  - South-Western College Pub.
KW  - Marketing
KW  - Management
KW  - Case studies
N1  - 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; BA
N2  - 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
UR  - http://www.worldcat.org/title/marketing-management/oclc/43555355&referer=brief_results
ER  -