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Marketing Management = Past, Present and Future /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Marketing Management/ by Michael R. Czinkota, Masaaki Kotabe, Demetris Vrontis, S. M. Riad Shams.
其他題名:	Past, Present and Future /
作者:	Czinkota, Michael R.
其他作者:	Shams, S. M. Riad.
面頁冊數:	XXVIII, 880 p. 172 illus., 131 illus. in color.online resource. :
Contained By:	Springer Nature eBook
標題:	Business Strategy/Leadership. -
電子資源:	https://doi.org/10.1007/978-3-030-66916-4
ISBN:	9783030669164

Marketing Management = Past, Present and Future /
Czinkota, Michael R.

Marketing ManagementPast, Present and Future /[electronic resource] :by Michael R. Czinkota, Masaaki Kotabe, Demetris Vrontis, S. M. Riad Shams. - 4th ed. 2021. - XXVIII, 880 p. 172 illus., 131 illus. in color.online resource. - Springer Texts in Business and Economics,2192-4341. - Springer Texts in Business and Economics,.

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, It’s 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.

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 Manager’s 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.

ISBN: 9783030669164

Standard No.: 10.1007/978-3-030-66916-4doiSubjects--Topical Terms:

796119
Business Strategy/Leadership.

LC Class. No.: HF5415.5-5415.53

Dewey Class. No.: 658.812

Marketing Management = Past, Present and Future /
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