Czinkota, Michael R. <br/><br/>
Marketing management. / 
Michael Czinkota and Masaaki Kotabe 
 - 2nd ed. 
 - Australia:  South-West,  c2001. 
 - xxv, 598 p.:  ill;  25cm. 
<br/><br/> Includes index. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>9812403663 
<br/><br/><label>Subjects--Topical Terms: </label> Marketing  Management 
<br/><br/><label>LC Class. No.: </label>HF5415.13.W72