Marketing management / Russell S. Winer, Ravi Dhar.
Material type:
TextPublication details: Boston : Prentice Hall, c2011.Edition: 4th edDescription: xxi, 506 p. : ill. ; 29 cmISBN: - 9780136074892 (hbk.)
- 0136074898 (hbk.)
- 9780136074625
- 0136074626
- 658.8
- HF 5415.13 W767m 2011
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Biblioteca Juan Bosch | Biblioteca Juan Bosch | Ciencias Sociales | Ciencias Sociales (3er. Piso) | HF 5415.13 W767m 2011 (Browse shelf(Opens below)) | 1 | 1 | Available | 00000100501 |
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Includes bibliographical references (p. 462-479) and indexes.
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.
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