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Marketing management : text and cases

Author: Michael R Czinkota; Masaaki Kotabe; David Mercer
Publisher: Cambridge, Mass. : Blackwell, 1997.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:

The world of marketing is rapidly evolving, and this marketing management textbook is designed to meet the changes. It gives students an applied approach to understanding today's worldwide marketing  Read more...

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Details

Genre/Form: Case studies
Document Type: Book
All Authors / Contributors: Michael R Czinkota; Masaaki Kotabe; David Mercer
ISBN: 1557866945 9781557866943 1557866953 9781557866950
OCLC Number: 34472759
Description: xxii, 675 pages : illustrations (some color) ; 25 cm
Contents: Preface --
Acknowledgments --
About the Authors --
Ch. 1. An Overview of Marketing --
Ch. 2. Understanding the Buyer --
Ch. 3. Understanding the Environment and the Competition --
Ch. 4. Marketing Planning --
Ch. 5. Marketing Research and Information --
Ch. 6. Forecasting --
Ch. 7. Market Segmentation, Positioning, and Branding --
Ch. 8. Product and Service Decisions --
Ch. 9. New Products --
Ch. 10. Pricing Decisions --
Ch. 11. Distribution Decisions --
Ch. 12. Designing Effective Promotion and Advertising Strategies --
Ch. 13. Direct Marketing, Sales Promotion, and Public Relations --
Ch. 14. Selling and Sales Management --
Ch. 15. The Future of Marketing --
Case Studies --
Company Index --
Name Index --
Subject Index.
Responsibility: Michael R. Czinkota, Masaaki Kotabe, David Mercer.

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