Marketing management
- ISBN: 9780131405479
- Editorial: Prentince Hall
- Fecha de la edición: 2003
- Lugar de la edición: Upper Saddle River. Estados Unidos de Norteamérica
- Edición número: 2nd ed
- Encuadernación: Rústica
- Medidas: 28 cm
- Nº Pág.: 481
- Idiomas: Inglés
Papel: Rústica
40,40 €
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INDICE I. MARKETING PHILOSOPHY AND STRATEGY. 1. Marketing and the Job of the Marketing Manager. 2. Developing a Marketing Strategy. II. ANALYSIS FOR MARKETING DECISIONS. 3. Marketing Research. 4. Analyzing Consumer Behavior. 5. Organizational Buying Behavior. 6. Market Structure and Competitor Analysis. III. MARKETING DECISION MAKING. 7. Product Decisions. 8. New Product Development and Marketing. 9. Integrated Marketing Communications and Advertising Strategy. 10. Managing Channels of Distribution. 11. Managing Direct Channels: Sales Management and Direct Marketing. 12. Pricing. 13. Sales Promotion. 14. Customer Relationship Management. 15. Strategies for Service Markets.
