marketing management
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| Κύριος συγγραφέας: | |
|---|---|
| Μορφή: | Βιβλίο |
| Γλώσσα: | English |
| Δημοσίευση: |
Upper Saddle River, N. J. :
Pearson Prentice Hall,
c2007, 2000
|
| Έκδοση: | 3rd ed. |
| Θέματα: | |
| Ετικέτες: |
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Πίνακας περιεχομένων:
- Περιεχόμενα: 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.