Czinkota, Michael R. creator Kotabe, Masaaki text xxu Australia South-West c2001 2nd ed. monographic eng

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xxv, 598 p.: ill; 25cm. 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. Michael Czinkota and Masaaki Kotabe Includes index. Marketing Management HF5415.13.W72 9812403663 120528