Marketing Management

by Winer, Russ; Dhar, Ravi

• ISBN13: 9780131963344
• ISBN10: 0131963341
• Edition: 3rd
• Format: Hardcover
• Copyright: 2011-01-01
• Publisher: Prentice Hall

Summary

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 manager	p. 3
A strategic marketing framework	p. 35
Marketing research	p. 61
Analyzing consumer behavior	p. 87
Organizational buying behavior	p. 123
Market structure and competitor analysis	p. 147
Product decisions	p. 173
New product development	p. 203
Pricing	p. 237
Communications and advertising strategy	p. 267
Sales promotion	p. 301
Channels of distribution	p. 327
Direct channels of distribution : personal selling and direct marketing	p. 359
Customer relationship management	p. 389
Special topic : strategies for service markets	p. 421
Table of Contents provided by Blackwell. All Rights Reserved.