Marketing Management: Past, Present and Future

ISBN-13: 9783030669157 / Angielski / Twarda / 2021 / 883 str.

Michael R. Czinkota; Massaki Kotabe; Demetris Vrontis

Spis treści

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.

O autorze

Michael Czinkota teaches international business and trade at the Graduate School and the McDonough School of Business at Georgetown University (USA). He is also the Chaired Professor Emeritus for international marketing at the University of Birmingham in the United Kingdom. His academic work has focused on export development strategies and the linkage between terrorism and international business. He has written widely in leading journals on the topic. He has authored over 25 books in the fields of business, marketing and trade. He also wrote three leading college texts, International Marketing 11th edition, International Business 9th edition and Fundamentals of International Business 3rd edition. Visit his blog at http://michaelczinkota.com.

Masaaki Kotabe holds a joint appointment at the School of Commerce, Waseda University in Tokyo, Japan and at the Shidler College of Business at University of Hawaii at Manoa in the United States. Dr. Kotabe served as President of the Academy of International Business in 2016-17.  He has written more than 100 scholarly publications, with well over 20,000 Google Scholar citations. His books include the following books, Global Sourcing Strategy: R&D, Manufacturing, Marketing Interfaces (1992), Anticompetitive Practices in Japan (1996), Global Supply Chain Management (2006), and Global Marketing Management, 8th ed. (2020). He is both an elected Fellow of the Academy of International Business and of the Japan Academy of International Business Studies. 

Demetris Vrontis is the Vice Rector for Faculty and Research and a Professor of Strategic Marketing Management at the University of Nicosia, Cyprus. He is the Managing Director of Gnosis Mediterranean Institute for Management Science and the President of the EuroMed Academy of Business, which serve as important and influential regional hubs in the area of Business and Management. He is the Founder and Editor in Chief of the EuroMed Journal of Business, an Associate Editor of the International Marketing Review, an Associate Editor of the Journal of Business Research and a Consulting Editor of the Journal of International Management. He has widely published in over 300 refereed journal articles, 45 books and 65 chapters in books, and has presented papers to over 80 conferences around the globe.His is a certified Chartered Marketer and a Chartered Business Consultant. 

Riad Shams is a senior lecturer in marketing at the Newcastle Business School, Northumbria University, UK. He has published twelve books, contributed articles to top-tier international journals, and guest-edited for various reputable journals. He is the founder and co-editor of the Annals of Business Research, and associate editor of the Journal of Social Entrepreneurship. Dr. Shams obtained a second place in the Cambridge-Kent-Czinkota Competition for Excellence in Business Research–2019. He received the Emerald Literati Awards (Outstanding Paper–2019, Outstanding Reviewer–2018), and the EuroMed Research Award in 2014. As per Google Scholar, he is globally the fifth most cited author in social business research. 

Blurb

This textbook provides students with comprehensive insights on the classical and contemporary marketing theories and their practical implications. A fourth, revised edition of Marketing Management, the text features new classical and contemporary cases, new interdisciplinary and cross-functional implications of business management theories, contemporary marketing management principles and. futuristic  application of marketing management theories and concepts. The core and complex issues are presented in a simplified manner providing students with a stimulating learning experience that enables critical thinking, understanding and future application.

Each chapter features a chapter summary, key terms, review and discussion questions and a practice quiz. Throughout the text there are also specific teaching features to provide students and instructors with an enhanced pedagogical experience. These features include:

• The Manager’s Corner: These sections provide real-world examples that instructors may highlight to exemplify theory or as mini-cases for discussion.
• Marketing in Action: These sections ask students to apply concepts and theories to actual business situations.
• Web Exercises: These mini sections provide students with real world issues and suggest websites for more information.

In addition, the authors provide ancillary lecture notes and Solution/Instructors manual online to aid instructors in their teaching activities.