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