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9780321014214

Marketing Management

by
  • ISBN13:

    9780321014214

  • ISBN10:

    0321014219

  • Format: Paperback
  • Copyright: 1999-07-01
  • Publisher: Pearson College Div
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List Price: $121.00

Summary

For upper-level undergraduate or MBA core courses in Marketing Management. This text reflects the dynamic environment inhabited by today's marketers, helping students understand the marketplace and the impact of technology to make strategic marketing decisions. Its modern, integrated presentation and strategy-based approach covers critical, fundamental topics required to succeed in future courses or professional work.

Author Biography

Russell S. Winer: University of California, Berkeley

Table of 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.

Supplemental Materials

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

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