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Marketing management in the 21st Century / Noel Capon and James Mac Hulbert.

By: Contributor(s): Material type: TextTextPublication details: Upper Saddle River, NJ : Prentice Hall, 2000.Description: xvii, 637 p. : col . ill ; 26 cmISBN:
  • 013915695X
Other title:
  • Marketing management in the twenty-first Century
Subject(s): DDC classification:
  • 658.8 21
LOC classification:
  • HF5415.13 .C265 2000
Contents:
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.
Review: "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.
Reviews from LibraryThing.com:
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Holdings
Item type Current library Collection Call number Vol info Status Date due Barcode
Main Long Main Long 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

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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