Marketing management. / Michael Czinkota and Masaaki Kotabe
Material type: TextPublisher: Australia: South-West, c2001Edition: 2nd edDescription: xxv, 598 p.: ill; 25cmISBN: 9812403663Subject(s): Marketing | ManagementLOC classification: HF5415.13.W72Item type | Current location | Home library | Call number | Copy number | Status | Date due | Barcode |
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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 | 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 |
Browsing WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY shelves, Shelving location: General Stacks Close shelf browser
HF5415.13.W661 Essential guide to marketing planning / | HF5415.13.W662 Essential guide to marketing planning / | HF5415.13.W72 Marketing management. / | HF5415.13.W721 Marketing management. / | HF5415.135.M39 The marketing game! / | HF5415.135.M391 The marketing game! / | HF5415.153.C72 New products management. / |
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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