Marketing Management
International Edition
3rd Edition
Published on 8. January 2008
Book
Paperback/Softback
544 pages
978-0-13-229631-1 (ISBN)
Description
For upper-level undergraduate or MBA courses in Marketing Management.
The only marketing management text with a strategic framework to take students beyond the basic concepts.
The only marketing management text with a strategic framework to take students beyond the basic concepts.
More details
Edition
3rd edition
Language
English
Place of publication
United States
Publishing group
Pearson Education (US)
Target group
Professional and scholarly
Dimensions
Height: 276 mm
Width: 219 mm
Thickness: 20 mm
Weight
1080 gr
ISBN-13
978-0-13-229631-1 (9780132296311)
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
09/2010
4th Edition
Pearson
€273.41
Article exhausted; check for reprint
Previous edition
Book
06/2003
2nd Edition
Pearson
€66.95
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
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: 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
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: Strategies for Service Markets