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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