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Marketing Management

by: Winer, Russell S.

Marketing Management

by: Winer, Russell S.

ISBN 13:
9780131405479
ISBN 10:
0131405470
Edition: 2nd
Format: Hardcover
Copyright: 01/01/2004
Publisher: Prentice Hall
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Marketing Management > ISBN13: 9780131405479

Summary

This volume reflects the dynamic environment inhabited by today's marketers, helping readers understand the marketplace and the impact of technology on making strategic marketing decisions. Its modern, integrated presentation and strategy-based approach covers critical, fundamental topics required to succeed in professional work.Subjects include marketing philosophy and strategy such as market research, customer behavior and market structure, and marketing decision-making and analysis, including product decisions, advertising strategy, pricing and customer relationship management.For marketing professionals, product and brand managers.

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.

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