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Marketing Management

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Marketing Management Cover

 

Synopses & Reviews

Publisher Comments:

Marketing Management reflects the dynamic environment inhabited by today's marketers, helping readers understand this increasingly global marketplace and the impact of technology on making strategic marketing decisions. Its modern, strategy-based approach covers critical, fundamental topics required for professional success.

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

For marketing professionals, product and brand managers.

Synopsis:

Go beyond the basic concepts with a strategic focus and integration of IT and global perspectives.

Marketing Management reflects the dynamic environment inhabited by today's marketers, helping readers understand this increasingly global marketplace and the impact of technology on making strategic marketing decisions. Its modern, strategy-based approach covers critical, fundamental topics required for professional success.

The fourth edition features Ravi Dahr of Yale University–one of the world’s leading scholars in behavioral decision-making–as a new coauthor.  

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 and Advertising Strategy

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. Special Topic: Strategies for Service Markets

 

Product Details

ISBN:
9780136074892
Author:
Winer, Russell S.
Publisher:
Academic Internet Publishers
Author:
Winer, Russ
Author:
Cram101 Textbook Reviews
Author:
Dhar, Ravi
Subject:
Marketing - General
Subject:
Business;Marketing
Subject:
Education-General
Copyright:
Publication Date:
20100830
Binding:
HARDCOVER
Language:
English
Pages:
528
Dimensions:
10.9 x 8.5 x 1 in 1270 gr

Related Subjects


Business » Human Resource Management
Business » Management
Business » Marketing
Textbooks » General

Marketing Management New Hardcover
0 stars - 0 reviews
$264.20 In Stock
Product details 528 pages Prentice Hall - English 9780136074892 Reviews:
"Synopsis" by , Go beyond the basic concepts with a strategic focus and integration of IT and global perspectives.

Marketing Management reflects the dynamic environment inhabited by today's marketers, helping readers understand this increasingly global marketplace and the impact of technology on making strategic marketing decisions. Its modern, strategy-based approach covers critical, fundamental topics required for professional success.

The fourth edition features Ravi Dahr of Yale University–one of the world’s leading scholars in behavioral decision-making–as a new coauthor.  

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