Marketing management - Winer, Russell S.; Dhar, Ravi. (Upper Saddle River, N.J. : Pearson Prentice Hall, 2011)
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.
Includes bibliographical references and index.
Keywords: Marketing -- Management