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.
- ISBN10 0324022034
- ISBN13 9780324022032
- Publish Date 23 May 2000 (first published 1 January 1997)
- Publish Status Active
- Out of Print 8 April 2022
- Publish Country US
- Publisher Cengage Learning, Inc
- Imprint South-Western
- Edition College edition
- Format Hardcover
- Pages 624
- Language English