Masaaki Kotabe

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Marketing Management With Infotrac

Masaaki Kotabe; Michael R. Czinkota

Synopsis:
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.

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Other editions: Softcover - 2009, 2006, Softcover - 2002, Softcover - 2001, Hardcover - 2000, Softcover - 1999, Hardcover - 1999, Hardcover - 1996, Hardcover - 1996, Hardcover - 1992