Marketing management /
Czinkota, Michael R
Marketing management / Michael R Czinkota, Masaaki Kotabe. - 2nd ed. - Delhi : Cengage Learning, 2011, c1998. - xxv, 598 p.
An Overview of Marketing -- Marketing Planning -- Understanding The Environment and the Competition -- Understanding The Buyer -- Marketing Research and Information -- Estimating the Market Demand -- Market Segmentation, Positioning, and Branding -- Product and Service Decisions -- New Products -- Pricing Decisions Distribution and Supply Chain Management -- Designing Effective, Promotion, and Advertising Strategies -- Direct Marketing, Sales Promotion, and Public Relations -- Selling and Sales Management The Future of Marketing -- Case 1.Amazon.Com -- Case 2.Anheuser-Busch International, Inc -- AT & T -- Citibank N.A, in Japan -- Kao Corporation -- Marketing and the Environment -- Pepsi One -- Spectrum Color Systems Inc. -- Unisys -- Water From Iceland -- Company and Organization Index -- Name Index -- Subject Index -- Photo Credits.
9788131501177 8131501175
Marketing management
658.8 / CZI
Marketing management / Michael R Czinkota, Masaaki Kotabe. - 2nd ed. - Delhi : Cengage Learning, 2011, c1998. - xxv, 598 p.
An Overview of Marketing -- Marketing Planning -- Understanding The Environment and the Competition -- Understanding The Buyer -- Marketing Research and Information -- Estimating the Market Demand -- Market Segmentation, Positioning, and Branding -- Product and Service Decisions -- New Products -- Pricing Decisions Distribution and Supply Chain Management -- Designing Effective, Promotion, and Advertising Strategies -- Direct Marketing, Sales Promotion, and Public Relations -- Selling and Sales Management The Future of Marketing -- Case 1.Amazon.Com -- Case 2.Anheuser-Busch International, Inc -- AT & T -- Citibank N.A, in Japan -- Kao Corporation -- Marketing and the Environment -- Pepsi One -- Spectrum Color Systems Inc. -- Unisys -- Water From Iceland -- Company and Organization Index -- Name Index -- Subject Index -- Photo Credits.
9788131501177 8131501175
Marketing management
658.8 / CZI