Marketing management in the 21st Century / Noel Capon and James Mac Hulbert.
Material type:
TextPublication details: Upper Saddle River, NJ : Prentice Hall, 2000.Description: xvii, 637 p. : col . ill ; 26 cmISBN: - 013915695X
- Marketing management in the twenty-first Century
- 658.8 21
- HF5415.13 .C265 2000
| Item type | Current library | Collection | Call number | Vol info | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|---|
Main Long
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Martin Oduor-Otieno Library This item is located on the library first floor | Non-fiction | HF5415.13 .C265 2000 (Browse shelf(Opens below)) | 23724/11 | Available | Z00048869 |
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| HF5415.13 .C26 1998 Marketing campaigns / | HF5415.13 .C26 1998 Marketing campaigns / | HF5415.13 .C26 1998 Marketing campaigns / | HF5415.13 .C265 2000 Marketing management in the 21st Century / | HF5415.13 .C5117 1993 Customer-focused marketing : | HF5415.13 .C533 2006 Supply chain management : | HF5415.13 .C533 2006 Supply chain management : |
Includes index.
Sect. I. Marketing and the Firm. Ch. 1. Introduction to Marketing Management. Ch. 2. The Environmental Imperative. Ch. 3. The Externally Oriented Firm -- Sect. II. Fundamentals for Strategic Marketing. Ch. 4. Customers. Ch. 5. Competitors and Complementers -- Sect. III. The Tasks of Marketing. Ch. 6. Identifying Opportunities for Creating Shareholder Value. Ch. 7. Market Segmentation and Targeting. Ch. 8. Market Strategy: The Integrator. Ch. 9. Competitive Market Strategies in Introduction and Growth. Ch. 10. Competitive Market Strategies in Maturity and Decline. Ch. 11. Managing Brands. Ch. 12. Managing the Product Line. Ch. 13. Developing New Products. Ch. 14. Integrated Marketing Communications. Ch. 15. Directing and Managing the Field Sales Effort. Ch. 16. Distribution Decisions. Ch. 17. Managing Services and Customer Service. Ch. 18. Managing Price and Value. Ch. 19. Ensuring the Marketing Offer Is Implemented as Planned.
Ch. 20. Monitor and Control Execution and Performance -- Sect. IV. Future Directions. Ch. 21. Marketing and the Internet.
"This book emphasizes the role of marketing in creating value for customers because customer value in turn leads to the creation of value for other firm stakeholders including stock-holders and employees."--BOOK JACKET.
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