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Marketing Management

ISBN: 9780136074892 | 0136074898
Edition: 4th
Format: Hardcover
Publisher: PEARSON
Pub. Date: 1/1/2011

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Marketing Managementreflects the dynamic environment inhabited by today's marketers, helping readers understand this increasingly global marketplace and the impact of technology on making strategic marketing decisions. Its modern, strategy-based approach covers critical, fundamental topics required for professional success. 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 For marketing professionals, product and brand managers.

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