Marketing Management: Text and Cases

Marketing Management: Text and Cases

by Michael R. Czinkota, Masaaki Kotabe, David Mercer

ISBN-10: 1557866945

ISBN-13: 9781557866943

Pub. Date: 02/28/1997

Publisher: Wiley, John & Sons, Incorporated

Product Details

Wiley, John & Sons, Incorporated
Publication date:
Edition description:
Older Edition
Product dimensions:
7.84(w) x 9.49(h) x 1.71(d)

Table of Contents

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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