Marketing Management: Text and Cases

By Michael R. Czinkota and Masaaki Kotabe

Book Overview

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 & Masaaki Kotabe takes a direct, "no bull" approach, bringing concepts to life without dry explanations & unnecessary "extra" information. Theoretical & practical considerations are balanced throughout. Coverage of critical & contemporary marketing topics includes integration of e-commerce & a unique chapter on estimating marketing demand.

• Format: Hardcover
• Language: English
• ISBN: 1557866945
• ISBN13: 9781557866943
• Release Date: December 1997
• Publisher: Blackwell Pub
• Length: 675 Pages
• Weight: 0.47 lbs.
• Dimensions: 9.5" x 1.8" x 7.8"