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Marketing management. / Michael Czinkota and Masaaki Kotabe

By: Czinkota, Michael RContributor(s): Kotabe, MasaakiMaterial type: TextTextPublisher: Australia: South-West, c2001Edition: 2nd edDescription: xxv, 598 p.: ill; 25cmISBN: 9812403663Subject(s): Marketing | ManagementLOC classification: HF5415.13.W72
Contents:
Contents: An Overview of marketing -- Marketing planning -- Understanding the environment and the competition -- Understanding the buyer -- Marketing research and information -- Estimating the market demand -- Market segmentation, positioning, and branding -- Product and service decisions -- New products -- Pricing decisions -- Distribution and supply chain management -- Designing effective promotion and advertising strategies -- Direct marketing, sales promotion, and public relations -- Selling and sales management -- 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 competition -- Case 6: Marketing and the environment -- Case 7: Pepsi one -- Case 8: Spectrum color systems inc. -- Unisys -- Water from iceland.
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Item type Current location Home library Call number Copy number Status Date due Barcode
Books Books WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY
General Stacks 		WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY
HF5415.13.W72 (Browse shelf) 1 Available 2330/12
Books Books WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY
General Stacks 		WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY
HF5415.13.W721 (Browse shelf) 2 Available 2331/12

Includes index.

Contents: An Overview of marketing -- Marketing planning -- Understanding the environment and the competition -- Understanding the buyer -- Marketing research and information -- Estimating the market demand -- Market segmentation, positioning, and branding -- Product and service decisions -- New products -- Pricing decisions -- Distribution and supply chain management -- Designing effective promotion and advertising strategies -- Direct marketing, sales promotion, and public relations -- Selling and sales management -- 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 competition -- Case 6: Marketing and the environment -- Case 7: Pepsi one -- Case 8: Spectrum color systems inc. -- Unisys -- Water from iceland.

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