Marketing Management: Past, Present and Future

by Demetris Vrontis, Masaaki Kotabe, Michael R. Czinkota

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...

• Format: Hardcover
• Language: English
• ISBN: 3030669157
• ISBN13: 9783030669157
• Release Date: August 2021
• Publisher: Springer
• Length: 880 Pages
• Weight: 3.17 lbs.
• Dimensions: 1.9" x 6.1" x 9.2"