Czinkota, Michael R.; Kotabe, Masaaki; Vrontis, Demetris; … - 2021 - 4th ed. 2021.
Marketing Context in a Business-to-Business Setting -- Case 7: Marketing and the Environment: Tuna versus Dolphins -- Case 8 …: The Embryonic Phase of Spectrum Color -- Case 9: Implications of the Ancient Business Concepts for Contemporary Markets … contemporary cases, new interdisciplinary and cross-functional implications of business management theories, contemporary marketing …