Marketing Management / Michael R. Czinkota, Masaaki Kotabe
Material type:
TextPublisher: Cincinnati : South-Western College Pub., 2001Copyright date: ©2001Edition: 2nd EditionDescription: xxv, 598 p. : color illustrations ; 28 cmContent type: - text
- unmediated
- volume
- 9780324022032
| Item type | Current library | Call number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|
| Books - Printed | PERPUSTAKAAN GUNASAMA HAB PENDIDIKAN TINGGI PAGOH Main Library General | HF5415.13 C95 2001 f (Browse shelf(Opens below)) | Available | SF0005053 |
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| HF5415.13 .P475 2009 Marketing management : knowledge and skills / | HF5415.13 A141 Strategic market planning : problems and analytical approaches / | HF5415.13 C52 2000 c.3 Taming the marketing jungle : 104 marketing ideas when your motivation is high and your budget is low / | HF5415.13 C95 2001 f Marketing Management / | HF5415.13 G962 Readings in marketing strategies and programs / | HF5415.13 G962 1988 Marketing management : strategies and programs / | HF5415.13 G962 1988 Marketing management : strategies and programs / |
Includes bibliographical references and indexes.
1. An overview of marketing -- 2. Marketing planning -- 3. Understanding the environment and the competition -- 4. Understanding the buyer -- 5. Marketing research and information -- 6. Estimating the market demand -- 7. Market segmentation, positioning, and branding -- 8. Product and service decisions -- 9. New products -- 10. Pricing decisions -- 11. Distribution and supply chain management -- 12. Designing effective promotion and advertising strategies -- 13. Direct marketing, sales promotion, and public relations -- 14. Selling and sales management -- 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.
A marketing management course shouldn't be treated like a principles class. And an upper-level text doesn't need to be written like an encyclopedia. That's why Marketing Management, 2e takes a direct, "no bull" approach, bringing concepts to life without dry explanations and unnecessary "extra" information. Theoretical and practical considerations are balanced throughout. Coverage of critical and contemporary marketing topics includes integration of e-commerce and a unique chapter on estimating marketing demand.
PSZ_JB PAGOH SPACE
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