TY  - BOOK
AU  - Czinkota, Michael R.
AU  - Kotabe, Masaaki 
TI  - Marketing management
SN  - 9788131501177
U1  - 658.8 
PY  - 2009///
CY  - South Western : 
PB  - Cengage Learning
KW  - Marketing
N1  - 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
ER  -