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A marketing management course shouldn't be treated like a principles class. And, an upper-level text doesn't need to be written like an encyclopedia. That's why Marketing Management, 2e by Michael Czinkota and Masaaki Kotabe takes a direct, "no bull" approach, bringing concepts to life without dry explanations and unnecessary "extra" information. Theoretical and practical considerations are balanced throughout. Coverage of critical and contemporary marketing topics includes integration of e-commerce and a unique chapter on estimating marketing demand. Salient Features Concise Format: All that's needed to teach this capstone course is in 15 chapters. All major topics are included with the addition of a chapter on estimating market demand. Global Perspective: Capitalizing on the authors' strong international backgrounds, the text offers a global perspective, removing national blinders and exposing students to the interplay of global business forces. Manager's Corner Boxes: "Manager's Corner" features bring specific examples from the marketing world into the classroom. These features are intended to help students understand and absorb the presented materials. The instructor can highlight them to exemplify theory or use them as minicases for class discussion. Discussion Questions: Scenario-based discussion questions conclude each chapter. Each question is built around a real example to help students evaluate and dissect the marketing challenges of real companies. Sources for these questions include popular and business press articles. End-of-Book Cases: As in the first edition, this publication contains 10 full-length cases that challenge students with real business situations, encouraging in-depth discussion of the material covered and allowing students to apply the knowledge they have gained. Companies profiled include Amazon.com, Anheuser-Busch, Citibank, Pepsi, and AT&T. Societal Awareness: Czinkota and Kotabe focus on societal awareness in marketing management by emphasizing ethics, privacy, responsibility, and concern for the natural environment.