Marketing management
著者
書誌事項
Marketing management
Pearson Prentice Hall, c2007
3rd ed
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注記
Includes bibliographical references and indexes
内容説明・目次
内容説明
For upper-level undergraduate or MBA courses in Marketing Management.
The only marketing management text with a strategic framework to take students beyond the basic concepts.
目次
Part I: Marketing Philosophy and Strategy
Chapter 1: Marketing and the Job of the Marketing Manager
Chapter 2: A Strategic Marketing Framework
Part II: Analysis for Marketing Decisions
Chapter 3: Marketing Research
Chapter 4: Analyzing Consumer Behavior
Chapter 5: Organizational Buying Behavior
Chapter 6: Market Structure and Competitor Analysis
Part III: Marketing Decision Making
Chapter 7: Product Decisions
Chapter 8: New Product Development
Chapter 9: Pricing
Chapter 10: Communications
Chapter 11: Sales Promotion
Chapter 12: Channels of Distribution
Chapter 13: Direct Channels of Distribution: Personal Selling and Direct Marketing
Chapter 14: Customer Relationship Management
Chapter 15: Strategies for Service Markets
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