Marketing management /
Winer, Russell S.
Marketing management / Russell S. Winer. - 3rd ed. - Upper Saddle River, N.J. : Pearson Prentice Hall, c2007. - xxix, 458 p. : col. ill. ; 29 cm.
Includes bibliographical references (p. 447-466) and indexes.
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.
0131963341 9780131963344 9780131963344
Marketing -- Management.
658.8 / WIN
658.8 / WIN [ Shelf 67 ]
Marketing management / Russell S. Winer. - 3rd ed. - Upper Saddle River, N.J. : Pearson Prentice Hall, c2007. - xxix, 458 p. : col. ill. ; 29 cm.
Includes bibliographical references (p. 447-466) and indexes.
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.
0131963341 9780131963344 9780131963344
Marketing -- Management.
658.8 / WIN
658.8 / WIN [ Shelf 67 ]