9780321014214

For upper-level undergraduate or MBA core courses in Marketing Management. This text reflects the dynamic environment inhabited by today's marketers, helping students understand the marketplace and the impact of technology to make strategic marketing decisions. Its modern, integrated presentation and strategy-based approach covers critical, fundamental topics required to succeed in future courses or professional work.

3. A Strategic Marketing Framework.
4. Marketing Research.
5. Consumer Behavior and Analysis.
6. Organizational Buying Behavior.
7. Market Structure and Competitor Analysis.

III. MARKETING MIX DECISION-MAKING.

8. Communications and Advertising Strategy.
9. Channels of Distribution.
10. Personal Selling.
11. Pricing.
12. Sales Promotion.

IV. SPECIAL TOPICS IN MARKETING MANAGEMENT.

13. Customer Relationship Management.
14. Strategies for Service Markets.
15. Strategies for Technology-Based Markets.
16. Global Marketing Strategies.
17. New Product Development.

What is included with this book?

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The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

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Marketing Management

Marketing Management

0321014219

Summary

Author Biography

Table of Contents

Supplemental Materials

Write a Review

Amazon no longer offers textbook rentals. We do!

Marketing Management

Marketing Management

9780321014214

0321014219

Summary

Author Biography

Table of Contents

Supplemental Materials

Write a Review

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