Marketing management
Russell S. Winer; Ravi Dhar
| Year of publication: |
c2011 ; 4th ed., internat. ed.
|
|---|---|
| Authors: | Winer, Russell S. ; Dhar, Ravi |
| Publisher: |
Boston [u.a.] : Pearson Prentice Hall |
| Subject: | Marketingmanagement | Marketing management | Marktforschung | Market research | Marketingtheorie | Marketing theory |
| Description of contents: | Table of Contents [gbv.de] |
| Extent: | XXI, 506 S. graph. Darst. |
|---|---|
| Type of publication: | Book / Working Paper |
| Type of publication (narrower categories): | Lehrbuch ; Textbook ; Glossar enthalten ; Glossary included |
| Language: | English |
| Notes: | Includes bibliographical references and index 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. |
| ISBN: | 978-0-13-607462-5 ; 0-13-607462-6 |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10008699597