Czinkota, Michael R. <br/><br/>
Marketing management with infotrac college edition / 
Michael R. Czinkota. 
 - 2nd ed. 
 - [S.l.] :  South-Western College Pub,  2000. 
 - 598 p. ;  29 cm. 
<br/><br/> Hardcover. 
<br/><br/> 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. 
<br/><br/><label>ISBN: </label>0324022034 9780324022032 
<br/><br/><label>Dewey Class. No.: </label>658.8