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Marketing Management,9780136074892
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Marketing Management

by
Edition:
4th
ISBN13:

9780136074892

ISBN10:
0136074898
Format:
Hardcover
Pub. Date:
1/1/2011
Publisher(s):
PEARSON

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This is the 4th edition with a publication date of 1/1/2011.
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Summary

Marketing Managementreflects the dynamic environment inhabited by today's marketers, helping readers understand this increasingly global marketplace and the impact of technology on making strategic marketing decisions. Its modern, strategy-based approach covers critical, fundamental topics required for professional success. Marketing and the Job of the Marketing Manager; A Strategic Marketing Framework; Marketing Research; Analyzing Consumer Behavior; Organizational Buying Behavior; Market Structure and Competitor Analysis; Product Decisions; New Product Development; Pricing; Communications and Advertising Strategy; Sales Promotion; Channels of Distribution; Direct Channels of Distribution: Personal Selling and Direct Marketing; Customer Relationship Management; Special Topic: Strategies for Service Markets For marketing professionals, product and brand managers.

Table of Contents

Part I: Marketing Philosophy and Strategy

Chapter 1. Marketing and the Job of the Marketing Manager
Chapter 2. A Strategic Marketing Framework

Part II: Analysis for Marketing Decisions

Chapter 3. Marketing Research
Chapter 4. Analyzing Consumer Behavior
Chapter 5. Organizational Buying Behavior
Chapter 6. Market Structure and Competitor Analysis

Part III: Marketing Decision Making


Chapter 7. Product Decisions
Chapter 8. New Product Development
Chapter 9. Pricing
Chapter 10. Communications and Advertising Strategy
Chapter 11. Sales Promotion
Chapter 12. Channels of Distribution
Chapter 13. Direct Channels of Distribution: Personal Selling and Direct Marketing
Chapter 14. Customer Relationship Management

Chapter 15. Special Topic: Strategies for Service Markets

 



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