Franklin

Marketing management / Russell S. Winer.

Author/Creator:
Winer, Russell S.
Publication:
Upper Saddle River, N.J. : Prentice Hall, ©2000.
Format/Description:
Book
xxiv, 551 pages : color illustrations ; 26 cm
Subjects:
Marketing -- Management.
Marketing -- Management.
Marketing.
Marketingmanagement.
Marketing -- Gestion.
Lehrbuch.
Marketingmanagement.
Form/Genre:
Lehrbuch.
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.
Notes:
Includes bibliographical references and index.
Other format:
Online version: Winer, Russell S. Marketing management.
ISBN:
0321014219
9780321014214
0321046560
9780321046567
OCLC:
41368273
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