基本信息出版社：South-Western, Div of Thomson Learning
页码：608 页
出版日期：2000年05月
ISBN：0324022034
条形码：9780324022032
装帧：精装
正文语种：英语

内容简介 This text integrates a study of marketing and current business scenarios with E-commerce issues. Rather than create a single chapter on e-commerce, discussions are placed in appropriate chapters and related to all aspects of marketing. "Marketing in Action boxes" - a new feature in this revised edition - provide readers with a look at the theory in practice. Real company examples conclude with probing questions to help the reader analyse the situation presented. The 15 chapters in this book offer advice on teaching this course and incorporate key topics with the addition of a chapter on estimating market demand. "Manager's Corner" is a returning feature from the first edition and contains boxes which support chapter content by providing in-depth discussions on certain aspects of various topics, as well as offering expanded real-world examples. Scenario-based discussion questions which are built around a real example to help readers evaluate and dissect the marketing challenges of real companies, conclude each chapter. Sources for these questions include popular and business press articles. This edition also contains ten end-of-book cases.
作者简介 Michael R. Czinkota has earned his doctorate degree in logistics and international business from The Ohio State University. He has received honorary degrees from Universidad Pontificia Madre y Maestra in the Dominican Republic and Universidad del Pacifico in Lima, Peru. Dr. Czinkota is a former U.S. deputy assistant secretary of commerce, former head of the U.S. delegation to the OECD Industry Committee in Paris, and a member of the Board of Governors of the Academy of Marketing Science. He is also a former board member and vice president of the American Marketing Association. He has authored International Marketing, 6th edition, International Business, 6th edition, and Global Business, 3rd edition, all from South-Western.
编辑推荐 Review
I found the examples to be excellent. The authors to a great job of seamlessly incorporating the examples into the text.

The 'Manager's Corner' provides the student with realism, a must for today's student.

I really liked the fact that you integrated the 'global' perspective into the material throughout the text chapters rather than having a standalone discussion on global marketing…I consider this essential.

The authors did an excellent job of discussing various concepts of marketing management. The book is generally easy to read and well organized. I think most students will like reading this book.