MARKETING MANAGEMENT past present and future 4th Edition by Michael Czinkota , Masaaki Kotabe, Demetris Vrontis , Riad Shams ISBN 3030669157 978-3030669157

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Product details:

ISBN 10: 3030669157
ISBN 13: 978-3030669157
Author: Michael Czinkota , Masaaki Kotabe, Demetris Vrontis , Riad Shams 

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.

MARKETING MANAGEMENT past, present and future 4th Table of contents:

1. An Overview of Marketing

2. Marketing Planning

3. Understanding the Market Environment and the Competition

4. Understanding the Buyer

5. Marketing Research and Information

6. Estimating the Market Demand

7. Market Segmentation, Positioning, and Branding

8. Product and Service Decisions

9. New Products

10. Pricing Decisions

11. Distribution and Supply Chain Management

12. Designing Effective Promotion and Advertising Strategies

13. Direct Marketing, Sales Promotion, and Public Relations

14. Selling and Sales Management

15. The Future of Marketing

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