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001439235 001__ 1439235
001439235 003__ OCoLC
001439235 005__ 20230309004418.0
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001439235 019__ $$a1265348200$$a1269508882$$a1284937256
001439235 020__ $$a9783030669164$$q(electronic bk.)
001439235 020__ $$a3030669165$$q(electronic bk.)
001439235 020__ $$z9783030669157
001439235 020__ $$z3030669157
001439235 0247_ $$a10.1007/978-3-030-66916-4$$2doi
001439235 035__ $$aSP(OCoLC)1265465302
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001439235 049__ $$aISEA
001439235 050_4 $$aHF5415.13
001439235 08204 $$a658.8
001439235 1001_ $$aCzinkota, Michael R.,$$eauthor.
001439235 24510 $$aMarketing management :$$bpast, present and future /$$cMichael R. Czinkota, Masaaki Kotabe, Demetris Vrontis, S.M. Riad Shams.
001439235 250__ $$a4th ed.
001439235 260__ $$aCham :$$bSpringer,$$c2021.
001439235 300__ $$a1 online resource (901 pages)
001439235 336__ $$atext$$btxt$$2rdacontent
001439235 337__ $$acomputer$$bc$$2rdamedia
001439235 338__ $$aonline resource$$bcr$$2rdacarrier
001439235 4901_ $$aSpringer Texts in Business and Economics
001439235 500__ $$aIncludes index.
001439235 5050_ $$aChapter 1: An Overview of Marketing -- Chapter 2: Marketing Planning -- Chapter 3: Understanding the Market Environment and the Competition -- Chapter 4: Understanding the Buyer -- Chapter 5: Marketing Research and Information -- Chapter 6: Estimating the Market Demand -- Chapter 7: Market Segmentation, Positioning, and Branding -- Chapter 8: Product and Service Decisions -- Chapter 9: New Products -- Chapter 10: Pricing Decisions -- Chapter 11: Distribution and Supply Chain Management -- Chapter 12: Designing Effective Promotion and Advertising Strategies -- Chapter 13: Direct Marketing, Sales Promotion, and Public Relations -- Chapter 14: Selling and Sales Management -- Chapter 15: The Future of Marketing -- Case 1: Yo Man, Its Yao Ming -- Case 2: BMW Marketing Innovation -- Case 3: It Is Not on the Shelf! Is It? How Marketing Myopia Occurs -- Case 4: Citibank N.A. in Japan -- Case 5: Gap Inc -- Case 6: The Value-Breeding Bond Network of Hawthorn: A Relationship Marketing Context in a Business-to-Business Setting -- Case 7: Marketing and the Environment: Tuna versus Dolphins -- Case 8: The Embryonic Phase of Spectrum Color -- Case 9: Implications of the Ancient Business Concepts for Contemporary Markets: Background and a Case Example -- Case 10: Will Natural Diamonds Remain Forever -- Case 11: Does Mattel Sell Dolls or Dreams -- Case 12: The Changing Global Context: A Philosophical Approach to Deal with the Embryonic Market Environment -- Glossary -- Company Index -- Name Index -- Subject Index.
001439235 506__ $$aAccess limited to authorized users.
001439235 520__ $$aThis textbook provides students with comprehensive insights on the classical and contemporary marketing theories and their practical implications. A fourth, revised edition of Marketing Management, the text features new classical and contemporary cases, new interdisciplinary and cross-functional implications of business management theories, contemporary marketing management principles and. futuristic application of marketing management theories and concepts. The core and complex issues are presented in a simplified manner providing students with a stimulating learning experience that enables critical thinking, understanding and future application. Each chapter features a chapter summary, key terms, review and discussion questions and a practice quiz. Throughout the text there are also specific teaching features to provide students and instructors with an enhanced pedagogical experience. These features include: The Managers Corner: These sections provide real-world examples that instructors may highlight to exemplify theory or as mini-cases for discussion. Marketing in Action: These sections ask students to apply concepts and theories to actual business situations. Web Exercises: These mini sections provide students with real world issues and suggest websites for more information. In addition, the authors provide ancillary lecture notes and Solution/Instructors manual online to aid instructors in their teaching activities.
001439235 588__ $$aOnline resource; title from PDF title page (SpringerLink, viewed September 9, 2021).
001439235 650_0 $$aMarketing$$xManagement.
001439235 650_6 $$aMarketing$$xGestion.
001439235 655_0 $$aElectronic books.
001439235 7001_ $$aKotabe, Masaaki,$$eauthor.
001439235 7001_ $$aVrontis, Demetris,$$eauthor.
001439235 7001_ $$aShams, S. M. Riad,$$eauthor.
001439235 77608 $$iPrint version:$$aCzinkota, Michael R.$$tMarketing Management.$$dCham : Springer International Publishing AG, ©2021$$z9783030669157
001439235 830_0 $$aSpringer texts in business and economics.
001439235 852__ $$bebk
001439235 85640 $$3Springer Nature$$uhttps://univsouthin.idm.oclc.org/login?url=https://link.springer.com/10.1007/978-3-030-66916-4$$zOnline Access$$91397441.1
001439235 909CO $$ooai:library.usi.edu:1439235$$pGLOBAL_SET
001439235 980__ $$aBIB
001439235 980__ $$aEBOOK
001439235 982__ $$aEbook
001439235 983__ $$aOnline
001439235 994__ $$a92$$bISE