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.