skip to content
Marketing management in the 21st century Preview this item
ClosePreview this item
Checking...

Marketing management in the 21st century

Author: Noel Capon; James M Hulbert
Publisher: Upper Saddle River, N.J., Prentice-Hall. 2001 :
Edition/Format:   Print book : EnglishView all editions and formats
Summary:

Suitable for introductory MBA Marketing courses, this text provides an introduction to the role of marketing in the corporation - both at the level of the firm and the marketing function. it focuses  Read more...

Rating:

(not yet rated) 0 with reviews - Be the first.

Subjects
More like this

Find a copy online

Links to this item

Find a copy in the library

&AllPage.SpinnerRetrieving; Finding libraries that hold this item...

Details

Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Noel Capon; James M Hulbert
ISBN: 013915695X 9780139156953
OCLC Number: 301657315
Description: xvii, 637 p. : ill
Contents: I. MARKETING AND THE FIRM. 1. Introduction to Marketing Management. 2. The Environmental Imperative. 3. The Externally Oriented Firm. II. FUNDAMENTALS FOR STRATEGIC MARKETING. 4. Customers. 5. Competitors and Complementers. III. THE TASKS OF MARKETING. Task 1: Determine and Recommend Which Markets to Address. 6. Identifying Opportunities for Creating Shareholder Value.Task 2: Identify and Target Market Segments. 7. Market Segmentation and Targeting.Task 3: Set Strategic Direction. 8. Market Strategy: The Integrator. 9. Competitive Market Strategies in Introduction and Growth.10. Competitive Market Strategies in Maturity and Decline.11. Managing Brands.Task 4: Design the Marketing Offer.12. Managing the Product Line.13. Developing New Products.14. Integrated Marketing Communications.15. Directing and Managing the Field Sales Effort.16. Distribution Decisions.17. Managing Services and Customer Service.18. Managing Price and Value.Task 5: Secure Support from Other Functions.19. Ensuring the Marketing Offer Is Implemented as Planned.Task 6: Monitor and Control.20. Monitor and Control Execution and Performance.IV. FUTURE DIRECTIONS. 21. Marketing and the Internet. Postscript. Appendix. Glossary. Publications Cited in the Text. Brand/Company Index. Subject Index.
Other Titles: Marketing management in the twenty-first century
Responsibility: Noel Capon, James M. Hulbert.

Reviews

User-contributed reviews
Retrieving GoodReads reviews...
Retrieving DOGObooks reviews...

Tags

Be the first.
Confirm this request

You may have already requested this item. Please select Ok if you would like to proceed with this request anyway.

Linked Data


Primary Entity

<http://www.worldcat.org/oclc/301657315> # Marketing management in the 21st century
    a schema:CreativeWork, schema:Book ;
    library:oclcnum "301657315" ;
    library:placeOfPublication <http://experiment.worldcat.org/entity/work/data/14134749#Place/upper_saddle_river_n_j> ; # Upper Saddle River, N.J.
    library:placeOfPublication <http://id.loc.gov/vocabulary/countries/nju> ;
    schema:about <http://experiment.worldcat.org/entity/work/data/14134749#Thing/gestion> ; # Gestion
    schema:about <http://experiment.worldcat.org/entity/work/data/14134749#Topic/marketing_strategique> ; # marketing stratégique
    schema:about <http://experiment.worldcat.org/entity/work/data/14134749#Topic/marketing_gestion> ; # Marketing--Gestion
    schema:alternateName "Marketing management in the twenty-first century" ;
    schema:bookFormat bgn:PrintBook ;
    schema:contributor <http://experiment.worldcat.org/entity/work/data/14134749#Person/hulbert_james_m> ; # James M. Hulbert
    schema:creator <http://experiment.worldcat.org/entity/work/data/14134749#Person/capon_noel> ; # Noel Capon
    schema:datePublished "2001" ;
    schema:datePublished "2001 :" ;
    schema:exampleOfWork <http://worldcat.org/entity/work/id/14134749> ;
    schema:inLanguage "en" ;
    schema:name "Marketing management in the 21st century" ;
    schema:numberOfPages "637" ;
    schema:productID "301657315" ;
    schema:publication <http://www.worldcat.org/title/-/oclc/301657315#PublicationEvent/upper_saddle_river_n_j_2001_prentice_hall> ;
    schema:publisher <http://experiment.worldcat.org/entity/work/data/14134749#Agent/prentice_hall> ; # Prentice-Hall.
    schema:url <http://www.uqtr.ca/biblio/notice/tablemat/03-2226584TM.html> ;
    schema:workExample <http://worldcat.org/isbn/9780139156953> ;
    wdrs:describedby <http://www.worldcat.org/title/-/oclc/301657315> ;
    .


Related Entities

<http://experiment.worldcat.org/entity/work/data/14134749#Agent/prentice_hall> # Prentice-Hall.
    a bgn:Agent ;
    schema:name "Prentice-Hall." ;
    .

<http://experiment.worldcat.org/entity/work/data/14134749#Person/capon_noel> # Noel Capon
    a schema:Person ;
    schema:familyName "Capon" ;
    schema:givenName "Noel" ;
    schema:name "Noel Capon" ;
    .

<http://experiment.worldcat.org/entity/work/data/14134749#Person/hulbert_james_m> # James M. Hulbert
    a schema:Person ;
    schema:familyName "Hulbert" ;
    schema:givenName "James M." ;
    schema:name "James M. Hulbert" ;
    .

<http://experiment.worldcat.org/entity/work/data/14134749#Place/upper_saddle_river_n_j> # Upper Saddle River, N.J.
    a schema:Place ;
    schema:name "Upper Saddle River, N.J." ;
    .

<http://experiment.worldcat.org/entity/work/data/14134749#Topic/marketing_gestion> # Marketing--Gestion
    a schema:Intangible ;
    schema:name "Marketing--Gestion"@fr ;
    .

<http://experiment.worldcat.org/entity/work/data/14134749#Topic/marketing_strategique> # marketing stratégique
    a schema:Intangible ;
    schema:name "marketing stratégique" ;
    .

<http://worldcat.org/isbn/9780139156953>
    a schema:ProductModel ;
    schema:isbn "013915695X" ;
    schema:isbn "9780139156953" ;
    .


Content-negotiable representations

Close Window

Please sign in to WorldCat 

Don't have an account? You can easily create a free account.