Czinkota, Michael R. <br/><br/>
Marketing management 
by Michael R. Czinkota and Masaaki Kotabe. 
 - South Western :   Cengage Learning,  2009. 
 - 598 p. 
<br/><br/> Table of contents:<br/>Chapter 1. An overview of marketing <br/>Chapter 2. Marketing planning <br/>Chapter 3. Understanding the environment and the competition <br/>Chapter 4. Understanding the buyer <br/>Chapter 5. Marketing research and information <br/>Chapter 6. Estimating the market demand <br/>Chapter 7. Market segmentation, positioning, and branding <br/>Chapter 8. Product and service decisions <br/>Chapter 9. New products <br/>Chapter 10. Pricing decisions <br/>Chapter 11. Distribution and supply chain management <br/>Chapter 12. Designing effective promotion and advertising strategies <br/>Chapter 13. Direct marketing, sales promotion, and public relations <br/>Chapter 14. Selling and sales management <br/>Chapter 15. The future of marketing <br/>Case 1. Amazon.com <br/>Case 2. Anheuser-Busch International, Inc. <br/>Case 3. AT & T <br/>Case 4. Citibank N.A. in Japan <br/>Case 5. Kao Corporation <br/>Case 6. Marketing and the Environment <br/>Case 7. Pepsi One <br/>Case 8. Spectrum Color Systems, Inc. <br/>Case 9. Unisys <br/>Case 10. Water from Iceland 
<br/><br/><label>ISBN: </label>9788131501177 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing.
<br/><br/><label>Dewey Class. No.: </label>658.8  / CZI/MAR