TY  - BOOK
AU  - Winer,Russell S.
TI  - Marketing management
SN  - 0131963341 (hbk.)
U1  - 658.8 
PY  - 2007///
CY  - Upper Saddle River, NJ
PB  - Pearson / Prentice Hall
KW  - Marketing
KW  - Management
N1  - 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
ER  -