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商品詳細
Marketing Management : Past, Present and Future. 4th ed. M.R.ツィンコウタ他著 『マーケティング戦略』第4版
・ISBN 978-3-030-66915-7 hard EUR 149.99
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| 著者・編者 | Czinkota, Michael R. / Kotabe, Masaaki / Vrontis, D. et al., |
|---|---|
| シリーズ | Springer Texts in Business and Economics |
| 出版社 | (Springer, GW) |
| 出版年月 | 2021.06 |
| ページ数 | 671 pp. |
| 言語 | ENG |
| ニュース番号 | ＜662-686 662-P2134＞ |
解説
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.