Marketing Management
United States Edition
2nd Edition
Published on 16. June 2003
Book
Hardback
512 pages
978-0-13-140547-9 (ISBN)
Description
For upper-level undergraduate or MBA "core" courses in Marketing Management.
This book is perfect for getting to the core concepts for any Marketing Management course, but particularly fitting for instructors who like to introduce cases and other source material. Unique and central to this book is the Marketing Strategy Framework, which is introduced in chapter two and continues throughout the rest of the book.
This book is perfect for getting to the core concepts for any Marketing Management course, but particularly fitting for instructors who like to introduce cases and other source material. Unique and central to this book is the Marketing Strategy Framework, which is introduced in chapter two and continues throughout the rest of the book.
More details
Edition
2nd edition
Language
English
Place of publication
United States
Publishing group
Pearson Education (US)
Target group
Professional and scholarly
Dimensions
Height: 286 mm
Width: 282 mm
Thickness: 24 mm
Weight
1309 gr
ISBN-13
978-0-13-140547-9 (9780131405479)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Book
06/2006
3rd Edition
Pearson
€114.07
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Previous edition
Person
Russell S. Winer is the Deputy Dean and William Joyce Professor of Marketing at the Stern School of Business, New York University. He received a B.A. in Economics from Union College (NY) and an M.S. and Ph.D. in Industrial Administration from Carnegie Mellon University. He has been on the faculties of Columbia and Vanderbilt universities and, most recently, the University of California at Berkeley. He has been a visiting faculty member at M.LT., Stanford University, New York University, the Helsinki School of Economics, the University of Tokyo, and Ecole Nationale des Ponts et Chausees.
Winer has written three books: Marketing Management, Analysis for Marketing Planning, and Product Management, and has authored more than 50 papers in marketing on a variety of topics including consumer choice, marketing research methodology, marketing planning, advertising, and pricing. He is a former editor of the Journal of Marketing Research, the current co-editor of the Journal of Interactive Marketing, and is on the editorial boards of the Journal of Marketing, the Journal of Marketing Research, Marketing Science, and the California Management Review.
He has participated in executive education programs around the world, and is currently an advisor to a number of start-up companies.
Winer has written three books: Marketing Management, Analysis for Marketing Planning, and Product Management, and has authored more than 50 papers in marketing on a variety of topics including consumer choice, marketing research methodology, marketing planning, advertising, and pricing. He is a former editor of the Journal of Marketing Research, the current co-editor of the Journal of Interactive Marketing, and is on the editorial boards of the Journal of Marketing, the Journal of Marketing Research, Marketing Science, and the California Management Review.
He has participated in executive education programs around the world, and is currently an advisor to a number of start-up companies.
Content
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.
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.