TY  - BOOK
AU  - Winer,Russell S.
AU  - Dhar,Ravi
TI  - Marketing management
SN  - 9780136074892 (hbk.)
AV  - HF 5415.13 W767m 2011
U1  - 658.8 
PY  - 2011///
CY  - Boston
PB  - Prentice Hall
KW  - Marketing
KW  - Management
KW  - Mercadeo
KW  - Administración de mercadeo
KW  - Investigaciones
KW  - 20150300
N1  - 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
ER  -