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

By:

Capon, Noel

Contributor(s):

Hulbert, James M

Material type: Text

TextPublication details: Upper Saddle River, N.J. : Prentice Hall, c2001.Description: xvii, 637 p. : ill. (some col.) ; 26 cmISBN:

013915695X

Other title:

Marketing management in the twenty-first Century

Subject(s):

Marketing

DDC classification:

658.8 CAP

Contents:

SECTION I: MARKETING AND THE FIRM Introduction to Marketing Management 1 (24) The Environmental Imperative 25 (28) The Externally Oriented Firm 53 (32) SECTION II: FUNDAMENTALS FOR STRATEGIC MARKETING Customers 85 (32) Competitions and Complementers 117 (30) SECTION III: THE TASKS OF MARKETING Determine and Recommend Which Markets to Address Identifying Opportunities for Creating Shareholder Value 147 (34) Identify and Target Market Segments Market Segmentation and Targeting 181 (22) Set Strategic Direction Market Strategy: The Integrator 203 (27) Competitive Market Strategies in Introduction and Growth 230 (25) Competitive Market Strategies in Maturity and Decline 255 (18) Managing Brands 273 (35) Design The Marketing Offer Managing the Product Line 308 (27) Developing New Products 335 (28) Integrated Marketing Communications 363 (37) Directing and Managing the Field Sales Effort 400 (27) Distribution Decisions 427 (30) Managing Services and Customer Service 457 (27) Managing Price and Value 484 (32) Secure Support From Other Functions Ensuring the Marketing Offer Is Implemented as Planned 516 (23) Monitor and Control Monitor and Control Execution and Performance 539 (21) SECTION IV: FUTURE DIRECTIONS Marketing and the Internet 560 (32) Postscript 592 (4) Appendix 596 (22) Glossary 618 (2) Publications Cited in the Text 620 (2) Brand/Company Index 622 (8) Subject Index 630

Summary: "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."--Jacket

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Holdings
Item type	Current library	Home library	Call number	Copy number	Status	Date due	Barcode	Item holds
Book	Mzumbe University Main Campus Library	Mzumbe University Main Campus Library	658.8 CAP (Browse shelf(Opens below))	1	Available		0058383

Total holds: 0

Includes bibliographical references and index.

SECTION I: MARKETING AND THE FIRM
Introduction to Marketing Management
1 (24)
The Environmental Imperative
25 (28)
The Externally Oriented Firm
53 (32)
SECTION II: FUNDAMENTALS FOR STRATEGIC MARKETING
Customers
85 (32)
Competitions and Complementers
117 (30)
SECTION III: THE TASKS OF MARKETING
Determine and Recommend Which Markets to Address
Identifying Opportunities for Creating Shareholder Value
147 (34)
Identify and Target Market Segments
Market Segmentation and Targeting
181 (22)
Set Strategic Direction
Market Strategy: The Integrator
203 (27)
Competitive Market Strategies in Introduction and Growth
230 (25)
Competitive Market Strategies in Maturity and Decline
255 (18)
Managing Brands
273 (35)
Design The Marketing Offer
Managing the Product Line
308 (27)
Developing New Products
335 (28)
Integrated Marketing Communications
363 (37)
Directing and Managing the Field Sales Effort
400 (27)
Distribution Decisions
427 (30)
Managing Services and Customer Service
457 (27)
Managing Price and Value
484 (32)
Secure Support From Other Functions
Ensuring the Marketing Offer Is Implemented as Planned
516 (23)
Monitor and Control
Monitor and Control Execution and Performance
539 (21)
SECTION IV: FUTURE DIRECTIONS
Marketing and the Internet
560 (32)
Postscript 592 (4)
Appendix 596 (22)
Glossary 618 (2)
Publications Cited in the Text 620 (2)
Brand/Company Index 622 (8)
Subject Index 630

"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."--Jacket

eng

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