01375nam a22002057a 4500 120528t xxu||||| |||| 00| 0 eng d 9812403663 HF5415.13.W72 Czinkota, Michael R. Marketing management. / Michael Czinkota and Masaaki Kotabe 2nd ed. Australia: South-West, c2001. xxv, 598 p.: ill; 25cm. 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. Marketing Management Kotabe, Masaaki lcc BK 973 8473 0 0 lcc 0 0 WIUC-1 WIUC-1 GEN 2012-05-28 0 HF5415.13.W72 2330/12 2012-05-28 00:00:00 1 2012-05-28 BK 0 0 lcc 0 0 WIUC-1 WIUC-1 GEN 2012-05-28 0 HF5415.13.W721 2331/12 2012-05-28 00:00:00 2 2012-05-28 BK