Marketing management /
| Autore principale: | |
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| Altri autori: | |
| Natura: | Libro |
| Lingua: | English |
| Pubblicazione: |
Upper Saddle River, N.J. :
Pearson Prentice Hall,
c2011.
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| Edizione: | 4th ed. |
| Soggetti: | |
| Classic Catalogue: | View this record in Classic Catalogue |
Sommario:
- Marketing and the job of the marketing manager
- A strategic marketing framework
- Marketing research
- Analyzing consumer behavior
- Organizational buying behavior
- Market structure and competitor analysis
- 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.