LEADER 02750nam 2200445 450 001 9910495185203321 005 20221012161314.0 010 $a3-030-66916-5 035 $a(CKB)4100000012008876 035 $a(MiAaPQ)EBC6712581 035 $a(Au-PeEL)EBL6712581 035 $a(PPN)257352287 035 $a(EXLCZ)994100000012008876 100 $a20220605d2021 uy 0 101 0 $aeng 135 $aurcnu|||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aMarketing management $epast, present and future /$fMichael R. Czinkota [et al.] 205 $aFourth edition. 210 1$aCham, Switzerland :$cSpringer,$d[2021] 210 4$dİ2021 215 $a1 online resource (901 pages) 225 1 $aSpringer texts in business and economics 311 0 $a3-030-66915-7 320 $aIncludes bibliographical references and indexes. 330 $aThis textbook provides students with comprehensive insights on the classical and contemporary marketing theories and their practical implications. A fourth, revised edition of Marketing Management, the text features new classical and contemporary cases, new interdisciplinary and cross-functional implications of business management theories, contemporary marketing management principles and. futuristic application of marketing management theories and concepts. The core and complex issues are presented in a simplified manner providing students with a stimulating learning experience that enables critical thinking, understanding and future application. Each chapter features a chapter summary, key terms, review and discussion questions and a practice quiz. Throughout the text there are also specific teaching features to provide students and instructors with an enhanced pedagogical experience. These features include: The Managers Corner: These sections provide real-world examples that instructors may highlight to exemplify theory or as mini-cases for discussion. Marketing in Action: These sections ask students to apply concepts and theories to actual business situations. Web Exercises: These mini sections provide students with real world issues and suggest websites for more information. In addition, the authors provide ancillary lecture notes and Solution/Instructors manual online to aid instructors in their teaching activities. 410 0$aSpringer texts in business and economics. 606 $aMarketing$xManagement 615 0$aMarketing$xManagement. 676 $a658.8 700 $aCzinkota$b Michael R.$0105959 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910495185203321 996 $aMarketing management$92861950 997 $aUNINA