Marketing management
By: Russell S. Winer, Ravi Dhar
Contributors: Dhar, Ravi
Edition: 4th ed.
Publisher: Pearson Prentice Hall
Published: 2011
Place of publication: Upper Saddle River, N.J
Language: eng
ISBN-13: 9780136074625
Notes: Includes bibliographical references and index.
Table of contents: title: Marketing and the job of the marketing manager; title: A strategic marketing framework; title: Marketing research; title: Analyzing consumer behavior; title: Organizational buying behavior; title: Market structure and competitor analysis; title: Product decisions; title: New product development; title: Pricing; title: Communications and advertising strategy; title: Sales promotion; title: Channels of distribution; title: Direct channels of distribution : personal selling and direct marketing; title: Customer relationship management; title: Special topic : strategies for service markets.