Winer, Russell S.
Marketing management. / Russell S. Winer. - 3rd ed. - Upper Saddle River, N.J. : Pearson Prentice Hall, c2007. - xxix, 500 p. : col. ill. ; 29 cm.
Includes bibliographical references (p. 447-466) and indexes.
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.
0131963341
Marketing--Management.
HF5415.13.W5476 / .
Marketing management. / Russell S. Winer. - 3rd ed. - Upper Saddle River, N.J. : Pearson Prentice Hall, c2007. - xxix, 500 p. : col. ill. ; 29 cm.
Includes bibliographical references (p. 447-466) and indexes.
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.
0131963341
Marketing--Management.
HF5415.13.W5476 / .