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008 210824s2021 sz | o |||| 0|eng d
020 _a9783030669164
024 7 _a10.1007/978-3-030-66916-4
_2doi
040 _aES-VaU
_bspa
_cES-VaU
_dES-VaU
050 4 _aHF5410-5417.5
_b2021 EB
100 1 _aCzinkota, Michael R.
_eautor.
_4aut
_4http://id.loc.gov/vocabulary/relators/aut
245 0 0 _aMarketing Management :
_bPast, Present and Future
_cby Michael R Czinkota, Masaaki Kotabe, Demetris Vrontis, S M Riad Shams
250 _a4th ed. 2021.
264 1 _aCham
_c2021
_bSpringer International Publishing
300 _a1 recurso en línea
336 _atexto
_btxt
_2rdacontent
337 _aelectrónico
_bc
_2rdamedia
338 _arecurso electrónico
_bcr
_2rdacarrier
490 0 _aSpringer Texts in Business and Economics
_x2192-4341
505 0 _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, It's 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.
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 Manager's 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.
856 4 0 _uhttps://go.openathens.net/redirector/universidadeuropea.es?url=https://doi.org/10.1007/978-3-030-66916-4
_zAcceso a este recurso digital (usuarios Universidad Europea de Valencia)
942 _2lcc
_cLE
988 _aSpringer_Business_2021
999 _c239197
_d239197