书目详细信息
： Marketing management /
书目信息 机读格式(MARC)
| ISBN： | 9787302208662 (pbk.) |
|---|---|
| 个人名称： | Winer, Russell S. |
| 题名： | Marketing management / Russell S. Winer = 营销管理 / 拉塞尔·威纳著. |
| 版本说明： | 3rd ed. |
| 出版发行项： | 北京 : 清华大学出版社 : Pearson Education Asia, 2009. |
| 载体形态： | xxix, 500 p. : ill. ; 26 cm. |
| 书目附注： | Includes bibliographical references (p. 447-466) and indexes. |
| 格式化内容附注： | 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. |