000			02339cam a22002174a 4500
020			_a013915695X _cTZS 45,000/=
040			_aMUL _beng _eAACR
082	0	0	_a658.8 CAP
100	1		_aCapon, Noel.
245	0	0	_aMarketing management in the 21st Century / _cNoel Capon, James Mac Hulbert.
246	3		_aMarketing management in the twenty-first Century
260			_aUpper Saddle River, N.J. : _bPrentice Hall, _cc2001.
300			_axvii, 637 p. : _bill. (some col.) ; _c26 cm.
504			_aIncludes bibliographical references and index.
505			_aSECTION 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
520			_a"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
546			_aeng
650		0	_aMarketing
700	1		_aHulbert, James M.
942			_cBK
999			_c6004 _d6004