Marketing management : text and cases
著者
書誌事項
Marketing management : text and cases
Blackwell, 1997
- : hbk
- : pbk
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注記
Includes indexes
内容説明・目次
- 巻冊次
-
: hbk ISBN 9781557866943
内容説明
The world of marketing is rapidly evolving, and Michael Czinkota, Masaaki Kotabe, and David Mercer provide this marketing management textbook to meet the changes. It gives students an applied approach to understanding today's worldwide marketing environment. Whether covering marketing concepts, corporate activities or research, the authors draw on their own broad international exposure to give the text a consistent global perspective. They also integrate major emphasis on technology that is permitting intensive and successful marketing interaction with customers, including the emerging opportunities on the information superhighway. The book provides a research and theory orientation drawing on work from the US, Europe, and Japan. This approach not only brings leading-edge knowledge to students, but also encourages them to delve more deeply into the subjects that most interest them. The authors' background in public policy and ongoing work with government agencies enables them to discuss in-depth how firms need to closely interact with governments and the legal frameworks that are expressions of society's expectations and demands.
Key features include: 10 extended cases from the University of Western Ontario and the authors' own experiences with actual companies in actual global business situations; marketing audits in each chapter that encourage students to apply important concepts and theory to real-world business situations; highlights the importance of information technology to marketing practice - looking toward the emerging opportunities on the information superhighway in Chapter 15, "The Future of Marketing"; a discussion of the marketing function broadly, including the marketing of services and non-profit organizations, as well as important social issues - diversity, ethics, privacy, and the environment. Available supplements include: an "Instructor's Manual", with teaching plans, discussion guidelines, test questions (short essay, long essay, and multiple choice); "Colour Transparencies"; and a "Computerized Test Bank" for Windows.
目次
- Understanding marketing management - an overview of marketing
- understanding the buyer
- understanding the environment and the competition
- marketing planning, finding and analyzing customers' needs
- marketing research and information
- forecasting
- market segmentation, positioning and branding developing marketing strategies
- product or service decisions
- new products
- pricing decisions
- distribution decisions
- designing effective promotion and advertising strategies
- direct marketing, sales promotion and public relations
- selling and sales management preparing for global competition
- the future of marketing.
- 巻冊次
-
: pbk ISBN 9781557866950
内容説明
The world of marketing is rapidly evolving, and Michael Czinkota, Masaaki Kotabe, and David Mercer provide this marketing management textbook to meet the changes. It gives students an applied approach to understanding today's worldwide marketing environment. Whether covering marketing concepts, corporate activities or research, the authors draw on their own broad international exposure to give the text a consistent global perspective. They also integrate major emphasis on technology that is permitting intensive and successful marketing interaction with customers, including the emerging opportunities on the information superhighway. The book provides a research and theory orientation drawing on work from the US, Europe, and Japan. This approach not only brings leading-edge knowledge to students, but also encourages them to delve more deeply into the subjects that most interest them. The authors' background in public policy and ongoing work with government agencies enables them to discuss in depth how firms need to closely interact with governments and the legal frameworks that are expressions of society's expectations and demands.
Key features include: 10 extended cases from the University of Western Ontario and the authors' own experiences with actual companies in actual global business situations; marketing audits in each chapter that encourage students to apply important concepts and theory to real-world business situations; highlights the importance of information technology to marketing practice - looking toward the emerging opportunities on the information superhighway in Chapter 15, "The Future of Marketing"; a discussion of the marketing function broadly, including the marketing of services and non-profit organizations, as well as important social issues - diversity, ethics, privacy, and the environment. Available supplements include: an "Instructor's Manual", with teaching plans, discussion guidelines, test questions (short essay, long essay, and multiple choice); "Colour Transparencies"; and a "Computerized Test Bank" for Windows.
目次
- Understanding marketing management - an overview of marketing
- understanding the buyer
- understanding the environment and the competition
- marketing planning, finding and analyzing customers' needs
- marketing research and information
- forecasting
- market segmentation, positioning and branding developing marketing strategies
- product or service decisions
- new products
- pricing decisions
- distribution decisions
- designing effective promotion and advertising strategies
- direct marketing, sales promotion and public relations
- selling and sales management preparing for global competition
- the future of marketing.
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