Marketing management in the 21st Century /
Capon, Noel.
Marketing management in the 21st Century / Marketing management in the twenty-first Century Noel Capon and James Mac Hulbert. - Upper Saddle River, NJ : Prentice Hall, 2000. - xvii, 637 p. : col . ill ; 26 cm.
Includes index.
Marketing and the Firm. Introduction to Marketing Management. The Environmental Imperative. The Externally Oriented Firm -- Fundamentals for Strategic Marketing. Customers. Competitors and Complementers -- The Tasks of Marketing. Identifying Opportunities for Creating Shareholder Value. Market Segmentation and Targeting. Market Strategy: The Integrator. Competitive Market Strategies in Introduction and Growth. Competitive Market Strategies in Maturity and Decline. Managing Brands. Managing the Product Line. Developing New Products. Integrated Marketing Communications. Directing and Managing the Field Sales Effort. Distribution Decisions. Managing Services and Customer Service. Managing Price and Value. Ensuring the Marketing Offer Is Implemented as Planned. Sect. I. Ch. 1. Ch. 2. Ch. 3. Sect. II. Ch. 4. Ch. 5. Sect. III. Ch. 6. Ch. 7. Ch. 8. Ch. 9. Ch. 10. Ch. 11. Ch. 12. Ch. 13. Ch. 14. Ch. 15. Ch. 16. Ch. 17. Ch. 18. Ch. 19. Monitor and Control Execution and Performance -- Future Directions. Marketing and the Internet. Ch. 20. Sect. IV. Ch. 21.
"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.
013915695X
00040643
Marketing--Management.
HF5415.13 / .C265 2000
658.8
Marketing management in the 21st Century / Marketing management in the twenty-first Century Noel Capon and James Mac Hulbert. - Upper Saddle River, NJ : Prentice Hall, 2000. - xvii, 637 p. : col . ill ; 26 cm.
Includes index.
Marketing and the Firm. Introduction to Marketing Management. The Environmental Imperative. The Externally Oriented Firm -- Fundamentals for Strategic Marketing. Customers. Competitors and Complementers -- The Tasks of Marketing. Identifying Opportunities for Creating Shareholder Value. Market Segmentation and Targeting. Market Strategy: The Integrator. Competitive Market Strategies in Introduction and Growth. Competitive Market Strategies in Maturity and Decline. Managing Brands. Managing the Product Line. Developing New Products. Integrated Marketing Communications. Directing and Managing the Field Sales Effort. Distribution Decisions. Managing Services and Customer Service. Managing Price and Value. Ensuring the Marketing Offer Is Implemented as Planned. Sect. I. Ch. 1. Ch. 2. Ch. 3. Sect. II. Ch. 4. Ch. 5. Sect. III. Ch. 6. Ch. 7. Ch. 8. Ch. 9. Ch. 10. Ch. 11. Ch. 12. Ch. 13. Ch. 14. Ch. 15. Ch. 16. Ch. 17. Ch. 18. Ch. 19. Monitor and Control Execution and Performance -- Future Directions. Marketing and the Internet. Ch. 20. Sect. IV. Ch. 21.
"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.
013915695X
00040643
Marketing--Management.
HF5415.13 / .C265 2000
658.8