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Book Cover
Book
Author Czinkota, Michael R.

Title Marketing management : text and cases / Michael R. Czinkota, Masaaki Kotabe, David Mercer
Published Cambridge, Mass. : Blackwell, 1997

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Location Call no. Vol. Availability
 MELB  658.8 Czi/Mmt  AVAILABLE
Description xxii, 675 pages : illustrations ; 24 cm
Contents Ch. 1. An Overview of Marketing -- Ch. 2. Understanding the Buyer -- Ch. 3. Understanding the Environment and the Competition -- Ch. 4. Marketing Planning -- Ch. 5. Marketing Research and Information -- Ch. 6. Forecasting -- Ch. 7. Market Segmentation, Positioning, and Branding -- Ch. 8. Product and Service Decisions -- Ch. 9. New Products -- Ch. 10. Pricing Decisions -- Ch. 11. Distribution Decisions --Ch. 12. Designing Effective Promotion and Advertising Strategies -- Ch. 13. Direct Marketing, Sales Promotion, and Public Relations -- Ch. 14. Selling and Sales Management -- Ch. 15. The Future of Marketing
Notes Also available with map of Blackwell publisher locations (56 x 93 cm.)
Bibliography Includes bibliographical references and indexes
Subject Marketing -- Management -- Case studies.
Marketing -- Management.
Author Kotabe, Masaaki.
Mercer, David (David Steuart)
LC no. 96013658
ISBN 1557866945 (hard)
1557866953 (paperback)
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