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