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Marketing Management
Past, Present and Future
Michael R Czinkota, Masaaki Kotabe, Demetris Vrontis, S M Riad Shams
137,45 €
+ 274 points
Description
Chapter 1: An Overview of Marketing.- Chapter 2: Marketing Planning.- Chapter 3: Understanding the Market Environment and the Competition.- Chapter 4: Understanding the Buyer.- Chapter 5: Marketing Research and Information.- Chapter 6: Estimating the Market Demand.- Chapter 7: Market Segmentation, Positioning, and Branding.- Chapter 8: Product and Service Decisions.- Chapter 9: New Products.- Chapter 10: Pricing Decisions.- Chapter 11: Distribution and Supply Chain Management.- Chapter 12: Designing Effective Promotion and Advertising Strategies.- Chapter 13: Direct Marketing, Sales Promotion, and Public Relations.- Chapter 14: Selling and Sales Management.- Chapter 15: The Future of Marketing.- Case 1: Yo Man, It's Yao Ming.- Case 2: BMW Marketing Innovation.- Case 3: It Is Not on the Shelf! Is It? - How Marketing Myopia Occurs.- Case 4: Citibank N.A. in Japan.- Case 5: Gap Inc.- Case 6: The Value-Breeding Bond Network of Hawthorn: A Relationship Marketing Context in a Business-to-Business Setting.- Case 7: Marketing and the Environment: Tuna versus Dolphins.- Case 8: The Embryonic Phase of Spectrum Color.- Case 9: Implications of the Ancient Business Concepts for Contemporary Markets: Background and a Case Example.- Case 10: Will Natural Diamonds Remain Forever.- Case 11: Does Mattel Sell Dolls or Dreams.- Case 12: The Changing Global Context: A Philosophical Approach to Deal with the Embryonic Market Environment.- Glossary.- Company Index.- Name Index.- Subject Index.
Spécifications
Parties prenantes
- Auteur(s) :
- Editeur:
Contenu
- Nombre de pages :
- 880
- Langue:
- Anglais
- Collection :
Caractéristiques
- EAN:
- 9783030669157
- Date de parution :
- 25-08-21
- Format:
- Livre relié
- Format numérique:
- Genaaid
- Dimensions :
- 156 mm x 234 mm
- Poids :
- 1437 g
