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Czinkota, Michael R.

Marketing management by Michael R. Czinkota and Masaaki Kotabe. - South Western : Cengage Learning, 2009. - 598 p.

Table of contents:
Chapter 1. An overview of marketing
Chapter 2. Marketing planning
Chapter 3. Understanding the environment and the competition
Chapter 4. Understanding the buyer
Chapter 5. Marketing research and information
Chapter 6. Estimating the market demand
Chapter 7. Market segmentation, positioning, and branding
Chapter 8. Product and service decisions
Chapter 9. New products
Chapter 10. Pricing decisions
Chapter 11. Distribution and supply chain management
Chapter 12. Designing effective promotion and advertising strategies
Chapter 13. Direct marketing, sales promotion, and public relations
Chapter 14. Selling and sales management
Chapter 15. The future of marketing
Case 1. Amazon.com
Case 2. Anheuser-Busch International, Inc.
Case 3. AT & T
Case 4. Citibank N.A. in Japan
Case 5. Kao Corporation
Case 6. Marketing and the Environment
Case 7. Pepsi One
Case 8. Spectrum Color Systems, Inc.
Case 9. Unisys
Case 10. Water from Iceland

ISBN: 9788131501177

Subjects--Topical Terms:
Marketing.

Dewey Class. No.: 658.8 / CZI/MAR