Marketing management /

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Bibliographic Details
Main Author: Winer, Russell S.
Language:English
Published: Upper Saddle River, N.J. : Pearson Prentice Hall, c2007.
Edition:3rd ed.
Subjects:
Marketing > Management.
Online Access:http://www.loc.gov/catdir/toc/ecip068/2006004951.html
Table of 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.

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