Marketing Management, Second Edition
Editorial Reviews
Book Description
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.
Book Info
Introduces marketing and the marketing concept. Provides an overview of marketing strategy, and discusses marketing-mix decision making and special topics. Softcover. DLC: Marketing--Management.
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Marketing Management, Second Edition
Marketing Management, Second Edition,Russell S. Winer,Prentice Hall,0131405470,Business & Economics,Business / Economics / Finance,Business/Economics,Management,Management - General,Marketing,Marketing - General,Marketing Management,Business & Economics / Marketing / General
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