TY  - BOOK
AU  - Czinkota, Michael R.
AU  - Kotabe, Masaaki
TI  - Marketing management.
SN  - 9812403663
AV  - HF5415.13.W72 
PY  - 2001///
CY  - Australia
PB  - South-West
KW  - Marketing
KW  - Management
N1  - 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
ER  -