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PRODUCT DESCRIPTION:-
1. An Overview of Marketing. 2. Marketing Planning. 3. Understanding the Environment and the Competition. 4. Understanding the Buyer. 5. Marketing Research and Information. 6. Estimating Marketing Demand. 7. Market Segmentation, Positioning, and Branding. 8. Product and Service Decisions. 9. New Products. 10. Pricing Decisions. 11. Distribution and Supply Chain Management. 12. Designing Effective Promotion and Advertising Strategies. 13. Direct Marketing, Sales Promotion, and Public Relations. 14. Selling and Sales Management. 15. The Future of Marketing. CASES: 1. Amazon.com. 2. Anheuser-Busch International, Inc. 3. AT&T. 4. Citibank N.A. in Japan. 5. Kao Corporation. 6. Marketing and the Environment. 7. Pepsi One. 8. Spectrum Color Systems Inc. 9. Unisys. 10. Water From Iceland. Company and Organization Index. Name Index. Subject Index. Photo Credits.
About the Author
Michael R. Czinkota has earned his doctorate degree in logistics and international business from The Ohio State University. He has received honorary degrees from Universidad Pontificia Madre y Maestra in the Dominican Republic and Universidad del Pacifico in Lima, Peru. Dr. Czinkota is a former U.S. deputy assistant secretary of commerce, former head of the U.S. delegation to the OECD Industry Committee in Paris, and a member of the Board of Governors of the Academy of Marketing Science. He is also a former board member and vice president of the American Marketing Association. He has authored International Marketing, 6th edition, International Business, 6th edition, and Global Business, 3rd edition, all from South-Western. ISBN - 9780324022032
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