Год выпуска: 0 Автор: Michael Czinkota, Masaaki Kotabe, Masaaki Kotabe Michael Czinkota Издательство: Страниц: 0 ISBN: 0324022034
Описание
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.
