Winer, Russell S.
Marketing management / Russell S. Winer, Ravi Dhar. - 4th ed. - Upper Saddle River, N.J. : Pearson Prentice Hall, c2011. - xxi, 506 p. : col. ill. ; 29 cm.
Includes bibliographical references and indexes.
Marketing and the job of the marketing manager -- A strategic marketing framework -- Marketing research -- Analyzing consumer behavior -- Organizational buying behavior -- Market structure and competitor analysis -- 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.
9780136074625 0136074626
2010019160
Marketing--Management.
HF5415.13 / .W5476 2011
658.8
Marketing management / Russell S. Winer, Ravi Dhar. - 4th ed. - Upper Saddle River, N.J. : Pearson Prentice Hall, c2011. - xxi, 506 p. : col. ill. ; 29 cm.
Includes bibliographical references and indexes.
Marketing and the job of the marketing manager -- A strategic marketing framework -- Marketing research -- Analyzing consumer behavior -- Organizational buying behavior -- Market structure and competitor analysis -- 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.
9780136074625 0136074626
2010019160
Marketing--Management.
HF5415.13 / .W5476 2011
658.8