Winer, Russell S.
Marketing management / Russell S. Winer. - 3rd ed. - Upper Saddle River, NJ : Pearson / Prentice Hall, c2007. - xxix, 500 p. : ill. ; 28 cm.
Includes bibliographical references and index.
Part one: Marketing philosophy and strategy - 1. Marketing and the job of the marketing manager - 2. A strategic marketing framework -- Part two: Analysis for marketing decisions - 3. Marketing research - 4. Analyzing consumer behavior - 5. Organizational buying behavior - 6. Market structure and competitor analysis -- Part three: Marketing decision making: 7. Product decisions - 8. New product development - 9. Pricing - 10. Communications and advertising strategy - 11. Sales promotion - 12. Channels of distribution - 13. Direct channels of distribution: personal selling and direct marketing - 14. Customer relationship management - 15. Special topic: Strategies for service markets.
0131963341 (hbk.)
Marketing--Management.
658.8 / WIN
Marketing management / Russell S. Winer. - 3rd ed. - Upper Saddle River, NJ : Pearson / Prentice Hall, c2007. - xxix, 500 p. : ill. ; 28 cm.
Includes bibliographical references and index.
Part one: Marketing philosophy and strategy - 1. Marketing and the job of the marketing manager - 2. A strategic marketing framework -- Part two: Analysis for marketing decisions - 3. Marketing research - 4. Analyzing consumer behavior - 5. Organizational buying behavior - 6. Market structure and competitor analysis -- Part three: Marketing decision making: 7. Product decisions - 8. New product development - 9. Pricing - 10. Communications and advertising strategy - 11. Sales promotion - 12. Channels of distribution - 13. Direct channels of distribution: personal selling and direct marketing - 14. Customer relationship management - 15. Special topic: Strategies for service markets.
0131963341 (hbk.)
Marketing--Management.
658.8 / WIN