Marketing management : past, present and future / Michael R. Czinkota, Masaaki Kotabe, Demetris Vrontis, S.M. Riad Shams.
Czinkota, Michael R., author.; Kotabe, Masaaki, author.; Vrontis, Demetris, author.; Shams, S. M. Riad, author.
2021
HF5415.13
Available Online

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Title Marketing management : past, present and future / Michael R. Czinkota, Masaaki Kotabe, Demetris Vrontis, S.M. Riad Shams.
Author Czinkota, Michael R., author.
Edition 4th ed.
ISBN 9783030669164 (electronic bk.)
3030669165 (electronic bk.)
9783030669157
3030669157
DOI https://doi.org/10.1007/978-3-030-66916-4
Publication Details Cham : Springer, 2021.
Language English
Description 1 online resource (901 pages)
Item Number 10.1007/978-3-030-66916-4 doi
Call Number HF5415.13
Dewey Decimal Classification 658.8
Summary 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.
Note Includes index.
Access Note Access limited to authorized users.
Source of Description Online resource; title from PDF title page (SpringerLink, viewed September 9, 2021).
Added Author Kotabe, Masaaki, author.
Vrontis, Demetris, author.
Shams, S. M. Riad, author.
Series Springer texts in business and economics.
Available in Other Form Marketing Management.
Linked Resources Online Access
Record Appears in Online Resources > Ebooks
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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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