Marketing Management / Edition 3by Michael Czinkota, Masaaki Kotabe
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 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.
- Thomson Custom Solutions Center
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- Product dimensions:
- 8.40(w) x 10.80(h) x 1.10(d)
Table of Contents1. 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 Marketing 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. CASES: 1. Amazon.com. 2. Anheuser-Busch International, Inc. 3. AT&T. 4. Citibank N.A. in Japan. 5. Kao Corporation. 6. Marketing and the Environment. 7. Pepsi One. 8. Spectrum Color Systems Inc. 9. Unisys. 10. Water From Iceland. Company and Organization Index. Name Index. Subject Index. Photo Credits.
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