Marketing management /
Winer, Russell S.
Marketing management / - 4th ed. - Boston : Prentice Hall, c2011. - xxi, 506 pages: Illustrations ;
Includes index.
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.
9780136074892 (hbk.) 0136074898 (hbk.) 9780136074625 0136074626
Marketing - management.
HF 5415.13 / WIN
Marketing management / - 4th ed. - Boston : Prentice Hall, c2011. - xxi, 506 pages: Illustrations ;
Includes index.
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.
9780136074892 (hbk.) 0136074898 (hbk.) 9780136074625 0136074626
Marketing - management.
HF 5415.13 / WIN