Marketing Management / Edition 3

Marketing Management / Edition 3

by Michael Czinkota, Masaaki Kotabe
     
 

ISBN-10: 1592601375

ISBN-13: 9781592601370

Pub. Date: 10/25/2004

Publisher: Thomson Custom Solutions Center

A marketing management course shouldn't be treated like a principles class. And, an upper-level text doesn't need to be written like an encyclopedia. That's why Marketing Management, 2e by Michael Czinkota and Masaaki Kotabe takes a direct, "no bull" approach, bringing concepts to life without dry explanations and unnecessary "extra" information. Theoretical and…  See more details below

Overview

A marketing management course shouldn't be treated like a principles class. And, an upper-level text doesn't need to be written like an encyclopedia. That's why Marketing Management, 2e by Michael Czinkota and Masaaki Kotabe takes a direct, "no bull" approach, bringing concepts to life without dry explanations and unnecessary "extra" information. Theoretical and practical considerations are balanced throughout. Coverage of critical and contemporary marketing topics includes integration of e-commerce and a unique chapter on estimating marketing demand.

Product Details

ISBN-13:
9781592601370
Publisher:
Thomson Custom Solutions Center
Publication date:
10/25/2004
Product dimensions:
8.40(w) x 10.80(h) x 1.10(d)

Table of Contents

Preface
Acknowledgments
About the Authors
Ch. 1An Overview of Marketing1
Ch. 2Understanding the Buyer27
Ch. 3Understanding the Environment and the Competition57
Ch. 4Marketing Planning93
Ch. 5Marketing Research and Information125
Ch. 6Forecasting165
Ch. 7Market Segmentation, Positioning, and Branding199
Ch. 8Product and Service Decisions241
Ch. 9New Products287
Ch. 10Pricing Decisions325
Ch. 11Distribution Decisions359
Ch. 12Designing Effective Promotion and Advertising Strategies401
Ch. 13Direct Marketing, Sales Promotion, and Public Relations439
Ch. 14Selling and Sales Management473
Ch. 15The Future of Marketing509
Case Studies525
Company Index661
Name Index665
Subject Index669

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