Marketing management

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 advert...

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Bibliographische Detailangaben
1. Verfasser:	Winer, Russell S. (VerfasserIn)
Weitere Verfasser:	Dhar, Ravi (VerfasserIn)
Format:	UnknownFormat
Sprache:	eng
Veröffentlicht:	Boston u.a. Pearson Prentice Hall c2011
Ausgabe:	4th ed., internat. ed.
Schlagworte:	Marketingmanagement > Marktforschung > Marketingtheorie > Marketing > Management > Lehrbuch > Glossar enthalten
Online Zugang:	Inhaltsverzeichnis
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Beschreibung
Zusammenfassung:	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.
Beschreibung:	Includes bibliographical references and index
Beschreibung:	XXI, 506 S. graph. Darst.
ISBN:	9780136074625 978-0-13-607462-5 0136074626 0-13-607462-6