Marketing management /
Winer, Russell S.
Marketing management / Russell S. Winer. - Third edition. - xxix, 500 pages : color illustrations ; 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.
0131963341 9780131963344 9780131963344
2006004951
GBA669321 bnb
013530615 Uk
Marketing--Management.
658.8 / W.R.M.
Marketing management / Russell S. Winer. - Third edition. - xxix, 500 pages : color illustrations ; 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.
0131963341 9780131963344 9780131963344
2006004951
GBA669321 bnb
013530615 Uk
Marketing--Management.
658.8 / W.R.M.