Marketing Management

• Author(s): Michael R. Czinkota, Masaaki Kotabe,
• Publisher: South-Western College Pub.
• Pages: 598
• ISBN_10: 0324022034
  ISBN_13: 9780324022032
  
• Language: en
• Categories: Business & Economics / Management , Business & Economics / Marketing / General , Business & Economics / Sales & Selling / General ,

Description:... A marketing management course shouldn't be treated like a principles class. And, an upper-level text doesn't need to be written like an encyclopedia. That's why Marketing Management, 2e by Michael Czinkota and Masaaki Kotabe takes a direct, "no bull" approach, bringing concepts to life without dry explanations and unnecessary "extra" information. Theoretical and practical considerations are balanced throughout. Coverage of critical and contemporary marketing topics includes integration of e-commerce and a unique chapter on estimating marketing demand.