000			00465nam a2200181 a 4500
999			_c107 _d107
005			20180105155610.0
008			141201s2009 xx 000 0 und d
020			_a9788131501177
040			_aMAIN
041			_aENG
082			_a658.8 _bCZI/MAR
100			_aCzinkota, Michael R.
245			_aMarketing management _cby Michael R. Czinkota and Masaaki Kotabe.
260			_aSouth Western : _bCengage Learning, _c2009.
300			_a598 p.
500			_aTable 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
650			_aMarketing.
700			_aKotabe, Masaaki
942			_cBK