Marketing Management
International Edition
4th Edition
Published on 24. September 2010
Book
Paperback/Softback
528 pages
978-0-13-038792-9 (ISBN)
Description
Go beyond the basic concepts with a strategic focus and integration of IT and global perspectives.
Marketing Management reflects 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.
The fourth edition features Ravi Dahr of Yale University-one of the world's leading scholars in behavioral decision-making-as a new coauthor.
Marketing Management reflects 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.
The fourth edition features Ravi Dahr of Yale University-one of the world's leading scholars in behavioral decision-making-as a new coauthor.
More details
Edition
4th edition
Language
English
Place of publication
United States
Publishing group
Pearson Education (US)
Target group
College/higher education
Dimensions
Height: 277 mm
Width: 217 mm
Thickness: 22 mm
Weight
974 gr
ISBN-13
978-0-13-038792-9 (9780130387929)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Book
07/2013
4th Edition
Pearson Education Limited
€90.49
Shipment within 10-20 days
Previous edition
Book
01/2008
3rd Edition
Pearson
€76.74
Article exhausted; check for reprint
Content
Part I: Marketing Philosophy and Strategy
Chapter 1. Marketing and the Job of the Marketing Manager
Chapter 2. A Strategic Marketing Framework
Part II: Analysis for Marketing Decisions
Chapter 3. Marketing Research
Chapter 4. Analyzing Consumer Behavior
Chapter 5. Organizational Buying Behavior
Chapter 6. Market Structure and Competitor Analysis
Part III: Marketing Decision Making
Chapter 7. Product Decisions
Chapter 8. New Product Development
Chapter 9. Pricing
Chapter 10. Communications and Advertising Strategy
Chapter 11. Sales Promotion
Chapter 12. Channels of Distribution
Chapter 13. Direct Channels of Distribution: Personal Selling and Direct Marketing
Chapter 14. Customer Relationship Management
Chapter 15. Special Topic: Strategies for Service Markets
Chapter 1. Marketing and the Job of the Marketing Manager
Chapter 2. A Strategic Marketing Framework
Part II: Analysis for Marketing Decisions
Chapter 3. Marketing Research
Chapter 4. Analyzing Consumer Behavior
Chapter 5. Organizational Buying Behavior
Chapter 6. Market Structure and Competitor Analysis
Part III: Marketing Decision Making
Chapter 7. Product Decisions
Chapter 8. New Product Development
Chapter 9. Pricing
Chapter 10. Communications and Advertising Strategy
Chapter 11. Sales Promotion
Chapter 12. Channels of Distribution
Chapter 13. Direct Channels of Distribution: Personal Selling and Direct Marketing
Chapter 14. Customer Relationship Management
Chapter 15. Special Topic: Strategies for Service Markets