Marketing management
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| Format: | UnknownFormat |
| Sprache: | eng |
| Veröffentlicht: |
Harlow, Essex
Pearson
2014
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| Ausgabe: | 4. ed., new internat. ed. |
| Schriftenreihe: | Always learning
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Tag hinzufügen | Beschreibung: | Originally published as: Marketing management / Russell S. Winer. 2000. - Includes bibliographical references (pages 462-479) and indexes. - 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 |
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| Beschreibung: | II, 492 S. Ill., graph. Darst. |
| ISBN: | 1292023414 1-292-02341-4 9781292023410 978-1-292-02341-0 |