Marketing management - Winer, Russell S. (Upper Saddle River, N.J. : Pearson Prentice Hall, 2007)
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.
Includes bibliographical references (p. 447-466) and indexes.
Keywords: Marketing -- Management