Marketing Management / Edition 3

Marketing Management / Edition 3

3.0 1
by Russ Winer
     
 

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ISBN-10: 0131963341

ISBN-13: 9780131963344

Pub. Date: 06/09/2006

Publisher: Prentice Hall

This volume reflects the dynamic environment inhabited by today's marketers, helping readers understand the marketplace and the impact of technology on making strategic marketing decisions. Its modern, integrated presentation and strategy-based approach covers critical, fundamental topics required to succeed in professional work.

Subjects include marketing

Overview

This volume reflects the dynamic environment inhabited by today's marketers, helping readers understand the marketplace and the impact of technology on making strategic marketing decisions. Its modern, integrated presentation and strategy-based approach covers critical, fundamental topics required to succeed in professional work.

Subjects include marketing philosophy and strategy such as market research, customer behavior and market structure, and marketing decision-making and analysis, including product decisions, advertising strategy, pricing and customer relationship management.

For marketing professionals, product and brand managers.

Product Details

ISBN-13:
9780131963344
Publisher:
Prentice Hall
Publication date:
06/09/2006
Edition description:
REV
Pages:
544
Product dimensions:
8.66(w) x 11.20(h) x 1.05(d)

Related Subjects

Table of Contents

Part I: Marketing Philosophy and Strategy

Chapter 1: Marketing and the Job of the Marketing Manager

Chapter 2: A Strategic Marketing Framework

Part II: Analysis for Marketing Decisions

Chapter 3: Marketing Research

Chapter 4: Analyzing Consumer Behavior

Chapter 5: Organizational Buying Behavior

Chapter 6: Market Structure and Competitor Analysis

Part III: Marketing Decision Making

Chapter 7: Product Decisions

Chapter 8: New Product Development

Chapter 9: Pricing

Chapter 10: Communications

Chapter 11: Sales Promotion

Chapter 12: Channels of Distribution

Chapter 13: Direct Channels of Distribution: Personal Selling and Direct Marketing

Chapter 14: Customer Relationship Management

Chapter 15: Strategies for Service Markets

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Marketing Management 3 out of 5 based on 0 ratings. 1 reviews.
Anonymous More than 1 year ago