Marketing management
Author(s)
Bibliographic Information
Marketing management
（Pearson international edition）
Pearson/Prentice Hall, c2007
3rd ed
Available at / 6 libraries
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Note
Includes indexes
Description and Table of Contents
Description
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.
Table of Contents
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
by "Nielsen BookData"
