TY  - BOOK
AU  - Capon,Noel
AU  - Hulbert,James M.
TI  - Marketing management in the 21st Century
SN  - 013915695X
AV  - HF5415.13 .C265 2000
U1  - 658.8 21
PY  - 2000///
CY  - Upper Saddle River, NJ
PB  - Prentice Hall
KW  - Marketing
KW  - Management
N1  - 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
N2  - "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
ER  -