Marketing management [electronic resource] : past, present and future / Michael R. Czinkota, Masaaki Kotabe, Demetris Vrontis, S.M. Riad Shams.
This textbook provides students with comprehensive insights on the classical and contemporary marketing theories and their practical implications. A fourth, revised edition of Marketing Management, the text features new classical and contemporary cases, new interdisciplinary and cross-functional imp...
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Full Text (via Springer) |
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| Main Authors: | , , , |
| Format: | Electronic eBook |
| Language: | English |
| Published: |
Cham :
Springer,
2021.
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| Edition: | 4th ed. |
| Series: | Springer texts in business and economics.
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| Subjects: |
MARC
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| 245 | 1 | 0 | |a Marketing management |h [electronic resource] : |b past, present and future / |c Michael R. Czinkota, Masaaki Kotabe, Demetris Vrontis, S.M. Riad Shams. |
| 250 | |a 4th ed. | ||
| 260 | |a Cham : |b Springer, |c 2021. | ||
| 300 | |a 1 online resource (901 pages) | ||
| 336 | |a text |b txt |2 rdacontent. | ||
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| 490 | 1 | |a Springer Texts in Business and Economics. | |
| 505 | 0 | |a 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, Its 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. | |
| 500 | |a Includes index. | ||
| 520 | |a This textbook provides students with comprehensive insights on the classical and contemporary marketing theories and their practical implications. A fourth, revised edition of Marketing Management, the text features new classical and contemporary cases, new interdisciplinary and cross-functional implications of business management theories, contemporary marketing management principles and. futuristic application of marketing management theories and concepts. The core and complex issues are presented in a simplified manner providing students with a stimulating learning experience that enables critical thinking, understanding and future application. Each chapter features a chapter summary, key terms, review and discussion questions and a practice quiz. Throughout the text there are also specific teaching features to provide students and instructors with an enhanced pedagogical experience. These features include: The Managers Corner: These sections provide real-world examples that instructors may highlight to exemplify theory or as mini-cases for discussion. Marketing in Action: These sections ask students to apply concepts and theories to actual business situations. Web Exercises: These mini sections provide students with real world issues and suggest websites for more information. In addition, the authors provide ancillary lecture notes and Solution/Instructors manual online to aid instructors in their teaching activities. | ||
| 588 | 0 | |a Online resource; title from PDF title page (SpringerLink, viewed September 9, 2021) | |
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| 700 | 1 | |a Kotabe, Masaaki, |e author. |0 http://id.loc.gov/authorities/names/n91128127 |1 http://isni.org/isni/0000000109878141. | |
| 700 | 1 | |a Vrontis, Demetris, |e author. |0 http://id.loc.gov/authorities/names/nr2002023337 |1 http://isni.org/isni/0000000054388902. | |
| 700 | 1 | |a Shams, S. M. Riad, |e author. | |
| 776 | 0 | 8 | |i Print version: |a Czinkota, Michael R. |t Marketing Management |d Cham : Springer International Publishing AG,c2021 |z 9783030669157. |
| 830 | 0 | |a Springer texts in business and economics. |0 http://id.loc.gov/authorities/names/no2011127990. | |
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