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Marketing Management

by

Marketing Management Cover

 

Synopses & Reviews

Publisher Comments:

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.

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

Product Details

ISBN:
9780131963344
Publisher:
Academic Internet Publishers
Subject:
Marketing - General
Author:
Cram101 Textbook Reviews
Author:
Winer, Russell S.
Author:
Winer, Russ
Subject:
Marketing
Subject:
Management
Subject:
Marketing -- Management.
Subject:
Education-General
Copyright:
Edition Number:
3
Publication Date:
May 2006
Binding:
TRADE PAPER
Grade Level:
College/higher education:
Language:
English
Illustrations:
Y
Pages:
544
Dimensions:
11.26 x 8.82 x 1 in 1343 gr

Related Subjects

Business » Management

Marketing Management
0 stars - 0 reviews
$ In Stock
Product details 544 pages Prentice Hall - English 9780131963344 Reviews:
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