Marketing Management

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  • Edition: 3rd
  • Format: Hardcover
  • Copyright: 2011-01-01
  • Publisher: Prentice Hall
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This volume reflects the dynamic environment inhabited by today's marketers, helping readers understand the marketplace and the impact of technology on making strategic marketing decisions. Its modern, integrated presentation and strategy-based approach covers critical, fundamental topics required to succeed in professional work. Subjects include marketing philosophy and strategy such as market research, customer behavior and market structure, and marketing decision-making and analysis, including product decisions, advertising strategy, pricing and customer relationship management. For marketing professionals, product and brand managers.

Table of Contents

Marketing and the job of the marketing managerp. 3
A strategic marketing frameworkp. 35
Marketing researchp. 61
Analyzing consumer behaviorp. 87
Organizational buying behaviorp. 123
Market structure and competitor analysisp. 147
Product decisionsp. 173
New product developmentp. 203
Pricingp. 237
Communications and advertising strategyp. 267
Sales promotionp. 301
Channels of distributionp. 327
Direct channels of distribution : personal selling and direct marketingp. 359
Customer relationship managementp. 389
Special topic : strategies for service marketsp. 421
Table of Contents provided by Blackwell. All Rights Reserved.

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