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Marketing management

Author: Russell S Winer
Publisher: Upper Saddle River, N.J. : Prentice Hall, ©2000.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:

Helps marketing students understand the impact of technology and changing customer tastes, and shows them how to integrate this information into marketing decisions for products and services. This  Read more...

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Genre/Form: Lehrbuch
Additional Physical Format: Online version:
Winer, Russell S.
Marketing management.
Upper Saddle River, N.J. : Prentice Hall, ©2000
(OCoLC)704484060
Document Type: Book
All Authors / Contributors: Russell S Winer
ISBN: 0321014219 9780321014214 0321046560 9780321046567
OCLC Number: 41368273
Description: xxiv, 551 pages : color illustrations ; 26 cm
Contents: I. CUSTOMER FOCUS AND MARKETING MANAGEMENT. --
1. The Concept of Marketing. --
2. The Marketing Manager's Job. --
II. THE DEVELOPMENT OF A MARKETING STRATEGY. --
3. A Strategic Marketing Framework. --
4. Marketing Research. --
5. Consumer Behavior and Analysis. --
6. Organizational Buying Behavior. --
7. Market Structure and Competitor Analysis. --
III. MARKETING MIX DECISION-MAKING. --
8. Communications and Advertising Strategy. --
9. Channels of Distribution. --
10. Personal Selling. --
11. Pricing. --
12. Sales Promotion. --
IV. SPECIAL TOPICS IN MARKETING MANAGEMENT. --
13. Customer Relationship Management. --
14. Strategies for Service Markets. --
15. Strategies for Technology-Based Markets. --
16. Global Marketing Strategies. --
17. New Product Development.
Responsibility: Russell S. Winer.

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