Marketing Management

Michael R. Czinkota, Masaaki Kotabe, Demetris Vrontis and S. M. Riad Shams
Additional contact information
Michael R. Czinkota: Graduate School and McDonough School Georgetown University
Masaaki Kotabe: Waseda University
Demetris Vrontis: University of Nicosia
S. M. Riad Shams: Northumbria University

in Springer Texts in Business and Economics from Springer

Date: 2021
Edition: 4th ed. 2021
ISBN: 978-3-030-66916-4
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Chapters in this book:

Ch 1 An Overview of Marketing

Michael R. Czinkota, Masaaki Kotabe, Demetris Vrontis and S. M. Riad Shams

Ch 2 Marketing Planning

Michael R. Czinkota, Masaaki Kotabe, Demetris Vrontis and S. M. Riad Shams

Ch 3 Understanding the Market Environment and the Competition

Michael R. Czinkota, Masaaki Kotabe, Demetris Vrontis and S. M. Riad Shams

Ch 4 Understanding the Buyer

Michael R. Czinkota, Masaaki Kotabe, Demetris Vrontis and S. M. Riad Shams

Ch 5 Marketing Research and Information

Michael R. Czinkota, Masaaki Kotabe, Demetris Vrontis and S. M. Riad Shams

Ch 6 Estimating the Market Demand

Michael R. Czinkota, Masaaki Kotabe, Demetris Vrontis and S. M. Riad Shams

Ch 7 Market Segmentation, Positioning, and Branding

Michael R. Czinkota, Masaaki Kotabe, Demetris Vrontis and S. M. Riad Shams

Ch 8 Product and Service Decisions

Michael R. Czinkota, Masaaki Kotabe, Demetris Vrontis and S. M. Riad Shams

Ch 9 New Products

Michael R. Czinkota, Masaaki Kotabe, Demetris Vrontis and S. M. Riad Shams

Ch 10 Pricing Decisions

Michael R. Czinkota, Masaaki Kotabe, Demetris Vrontis and S. M. Riad Shams

Ch 11 Distribution and Supply Chain Management

Michael R. Czinkota, Masaaki Kotabe, Demetris Vrontis and S. M. Riad Shams

Ch 12 Designing Effective Promotion and Advertising Strategies

Michael R. Czinkota, Masaaki Kotabe, Demetris Vrontis and S. M. Riad Shams

Ch 13 Direct Marketing, Sales Promotion, and Public Relations

Michael R. Czinkota, Masaaki Kotabe, Demetris Vrontis and S. M. Riad Shams

Ch 14 Selling and Sales Management

Michael R. Czinkota, Masaaki Kotabe, Demetris Vrontis and S. M. Riad Shams

Ch 15 The Future of Marketing

Michael R. Czinkota, Masaaki Kotabe, Demetris Vrontis and S. M. Riad Shams

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DOI: 10.1007/978-3-030-66916-4

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