Marketing Management

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9780324072655: Marketing Management
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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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Michael R. Czinkota; Masaaki Kotabe
ISBN 10: 0324072651 ISBN 13: 9780324072655
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Book Description Thomson Learning, 2000. Couverture rigide. Condition: Neuf. # Relié: 624 pages # # Parution: 26 mai 2000 # Book 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. Seller Inventory # ABE-7780214963

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