000			02790nam a2200433 4500
001			u152508
003			UTM
003			SIRSI
005			20240619150814.0
008			221115t2001 xxua 001 0 eng d
010			_a00026225
020			_a9780324022032 _qhardback _cRM345.52
035			_a360123
040			_aUTM _beng _erda _dSFPAGOH
090			_aHF5415.13 _bC95 2001 f
100	1		_aCzinkota, Michael R., _eauthor _9461204
245	1	0	_aMarketing Management / _cMichael R. Czinkota, Masaaki Kotabe
250			_a2nd Edition
264		1	_aCincinnati : _bSouth-Western College Pub., _c2001
264		4	_c©2001
300			_axxv, 598 p. : _bcolor illustrations ; _c28 cm.
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
504			_aIncludes bibliographical references and indexes.
505		0	_a1. 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.
520			_aA 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.
596			_aPSZ_JB _aPAGOH _aSPACE
650		0	_aMarketing _xManagement _9123902
650		0	_aMarketing _xManagement _xCase studies _9137284
700	1		_aKotabe, Masaaki, _eauthor _9251937
907			_a.b10628708 _b22-11-22 _c01-11-22
998			_am _b15-11-22 _cm _da _e- _feng _gxxu _h0
999			_c54180 _d54180