Marketing management : past, present and future / / Michael R. Czinkota [et al.]
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| Autore: |
Czinkota Michael R.
|
| Titolo: |
Marketing management : past, present and future / / Michael R. Czinkota [et al.]
|
| Pubblicazione: | Cham, Switzerland : , : Springer, , [2021] |
| ©2021 | |
| Edizione: | Fourth edition. |
| Descrizione fisica: | 1 online resource (901 pages) |
| Disciplina: | 658.8 |
| Soggetto topico: | Marketing - Management |
| Nota di bibliografia: | Includes bibliographical references and indexes. |
| Sommario/riassunto: | 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 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. |
| Titolo autorizzato: | Marketing management |
| ISBN: | 3-030-66916-5 |
| Formato: | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione: | Inglese |
| Record Nr.: | 9910495185203321 |
| Lo trovi qui: | Univ. Federico II |
| Opac: | Controlla la disponibilità qui |
Serie:
Springer texts in business and economics.