Marketing management. / Russell S. Winer.
Material type:
TextPublication details: Upper Saddle River, N.J. : Pearson Prentice Hall, c2007.Edition: 3rd edDescription: xxix, 500 p. : col. ill. ; 29 cmISBN: - 0131963341
- HF5415.13.W5476 .
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.13.W5476 . (Browse shelf(Opens below)) | 1 | Available | 2382/12 | ||||||||||||
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.13.W54761 . (Browse shelf(Opens below)) | 2 | Available | 2383/12 | ||||||||||||
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.13.W54762 . (Browse shelf(Opens below)) | 3 | Available | 2384/12 |
Includes bibliographical references (p. 447-466) and indexes.
Contents: Marketing philosophy and strategy -- Marketing and the job of the marketing manager -- A Strategic marketing framework -- Analysis for marketing decisions -- Marketing research -- Analyzing consumer behavior -- Organizational buying behavior -- Market structure and competitor analysis -- Marketing decision making -- 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.
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