Winer, Russell S.

Marketing management [[Book] /] Russell S. Winer. - 3rd ed. - Upper Saddle River, N.J. : Pearson Prentice Hall, 2007. - xxix, 500 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.

0132296314

2006004951

GBA669321 bnb

013530615 Uk


Marketing--Management.

658.8

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