Marketing Management
Past, Present and Future
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Beschreibung
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 Manager’s 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.
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 Manager’s 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.
Provides students with comprehensive insights into classical and contemporary marketing theories and their practical implications Features simplified explanations and presentation of the core, complex issues of marketing management Features chapter summaries, key terms, review and discussion questions, practice quizzes and a case section Request lecturer material: sn.pub/lecturer-material
Autor*in
Michael R. Czinkota
Themen in »Marketing Management«
Marketing Theory and Practice Total Marketing Management Marketing Communication Promotion Management Principles of Marketing Marketing in Contemporary Markets Marketing Planning Organizational Purchasing Brand Equity Marketing Intelligence System Estimating the market demand Forecasts versus budgets Market segmentation Marketing Logistics