Marketing management / 2nd ed.
作者： Michael R. Czinkota, Masaaki Kotabe.
出版社：
简介：
This text integrates a study of marketing and current business scenarios with E-commerce issues. Rather than create a single chapter on e-commerce, discussions are placed in appropriate chapters and related to all aspects of marketing. "Marketing in Action boxes" - a new feature in this revised edition - provide readers with a look at the theory in practice. Real company examples conclude with probing questions to help the reader analyse the situation presented. The 15 chapters in this book offer advice on teaching this course and incorporate key topics with the addition of a chapter on estimating market demand. "Manager's Corner" is a returning feature from the first edition and contains boxes which support chapter content by providing in-depth discussions on certain aspects of various topics, as well as offering expanded real-world examples. Scenario-based discussion questions which are built around a real example to help readers evaluate and dissect the marketing challenges of real companies, conclude each chapter. Sources for these questions include popular and business press articles. This edition also contains ten end-of-book cases.
