Marketing Management

ISBN-10: 0321014219
ISBN-13: 9780321014214
Edition: 2000
Authors: Russell Winer
List price: $121.00
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Description: 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  More...

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Book details

List price: $121.00
Copyright year: 2000
Publisher: Prentice Hall PTR
Publication date: 8/5/1999
Binding: Hardcover
Pages: 576
Size: 8.25" wide x 10.50" long x 1.00" tall
Weight: 2.2
Language: English

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.

Customer Focus and Marketing Management
The Concept of Marketing
The Marketing Manager's Job
The Development of a Marketing Strategy
A Strategic Marketing Framework
Marketing Research
Consumer Behavior and Analysis
Organizational Buying Behavior
Market Structure and Competitor Analysis
Marketing Mix Decision-Making
Communications and Advertising Strategy
Channels of Distribution
Personal Selling
Pricing
Sales Promotion
Special Topics in Marketing Management
Customer Relationship Management
Strategies for Service Markets
Strategies for Technology-Based Markets
Global Marketing Strategies
New Product Development

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