9780136074892

Marketing Management

by:
  • ISBN 13:

    9780136074892

  • ISBN 10:

    0136074898

  • Edition: 4th
  • Format: Hardcover
  • Copyright: 01/01/2011
  • Publisher: PEARSON

Note: Not guaranteed to come with supplemental materials (access cards, study guides, lab manuals, CDs, etc.)

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Summary

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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