Marketing Management

Past, Present and Future

von Michael R. Czinkota, Masaaki Kotabe, Demetris Vrontis, S. M. Riad Shams

880 Seiten, Hardcover

Kurzbeschreibung des Verlags

This textbook provides students with comprehensive insights on the classical and contemporary marketing theories and their practical implications. A fourth, revised edition of Marketing Management , the text features new classical and contemporary cases, new interdisciplinary and cross-functional implications of business management theories, contemporary marketing management principles and. futuristic  application of marketing management theories and concepts. The core and complex issues are presented in a simplified manner providing students with a stimulating learning experience that enables critical thinking, understanding and future application.

Each chapter features a chapter summary, key terms, review and discussion questions and a practice quiz. Throughout the text there are also specific teaching features to provide students and instructors with an enhanced pedagogical experience. These features include:

The Manager’s Corner : These sections provide real-world examples that instructors may highlight to exemplify theory or as mini-cases for discussion.

Marketing in Action : These sections ask students to apply concepts and theories to actual business situations.

Web Exercises : These mini sections provide students with real world issues and suggest websites for more information.

In addition, the authors provide ancillary lecture notes and Solution/Instructors manual online to aid instructors in their teaching activities.

• Reihe: Springer Texts in Business and Economics
• Themen: Wirtschaftswissenschaft, Finanzen, Betriebswirtschaft und Management Betriebswirtschaft und Management Marketing und Vertrieb
• ISBN: 9783030669157
• Sprache: Englisch
• Erscheinungsdatum: 25.08.2021
• Größe: 23.5 x 15.5 cm
• Verlag: Springer International Publishing