Marketing management
Title:
Marketing management
Author:
Winer, Russell S.
ISBN:
9780131963344
Personal Author:
Edition:
3rd ed.
Publication Information:
Upper Saddle River, N.J. : Pearson Prentice Hall, c2007.
Physical Description:
xxix, 500 p. : col. ill. ; 29 cm.
Contents:
Marketing philosophy and strategy -- Marketing and the job of the marketing manager -- A strategic marketing framework -- Analysis for marketing decisions -- Marketing research -- Analyzing consumer behavior -- Organizational buying behavior -- Market structure and competitor analysis -- Marketing decision making -- Product decisions -- New product development -- Pricing -- Communications and advertising strategy -- Sales promotion -- Channels of distribution -- Direct channels of distribution: personal selling and direct marketing -- Customer relationship management -- Special topic: strategies for service markets.
Subject Term:
Electronic Access:
Table of contents http://www.loc.gov/catdir/toc/ecip068/2006004951.html