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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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Bibliographic Details
Online Access: Full Text (via Springer)
Main Authors: Czinkota, Michael R. (Author), Kotabe, Masaaki (Author), Vrontis, Demetris (Author), Shams, S. M. Riad (Author)
Format: Electronic eBook
Language:English
Published: Cham : Springer, 2021.
Edition:4th ed.
Series:Springer texts in business and economics.
Subjects:
Marketing > Management.
Table of Contents:
  • 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.

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