Marketing Management

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.Masaaki Kotabe is the author of 'Marketing Management', published 2000 under ISBN 9780324072655 and ISBN 0324072651.