Marketing management [electronic resource] : past, present and future / Michael R. Czinkota, Masaaki Kotabe, Demetris Vrontis, S.M. 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 imp...

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Bibliographic Details

Online Access:	Full Text (via Springer)
Main Authors:	Czinkota, Michael R. (Author), Kotabe, Masaaki (Author), Vrontis, Demetris (Author), Shams, S. M. Riad (Author)
Format:	Electronic eBook
Language:	English
Published:	Cham : Springer, 2021.
Edition:	4th ed.
Series:	Springer texts in business and economics.
Subjects:	Marketing > Management.