Marketing Management (Paperback)

by Russell S Winer

Total: TK. 1,305

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3rd Edition, 2007

Marketing Management (Paperback)

Name: Marketing Management : Russell S Winer | Rokomari.com
Brand: Pearson Education (India)
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by Russell S Winer

Category: Department of Management

TK. 1,305

বইটি বিদেশি প্রকাশনী বা সাপ্লাইয়ারের নিকট থেকে সংগ্রহ করে আনতে আমাদের ৩০ থেকে ৪০ কর্মদিবস সময় লেগে যেতে পারে।

Book Length

544 Pages

Edition

3rd Edition

Publication

Pearson Education (India)

ISBN

9788131715260

বই হাতে পেয়ে মূল্য পরিশোধের সুযোগ

৭ দিনের মধ্যে পরিবর্তনের সুযোগ

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This volume reflects the dynamic environment inhabited by today's marketers, helping readers understand the marketplace and the impact of technology on making strategic marketing decisions. Its modern, integrated presentation and strategy-based approach covers critical, fundamental topics required to succeed in professional work. Subjects include marketing philosophy and strategy such as market research, customer behavior and market structure, and marketing decision-making and analysis, including product decisions, advertising strategy, pricing and customer relationship management.

Key Feature
Strategic Framework-- After 25 years of teaching, Russ Winer found that no textbook provided students with the strategic, integrative perspective that marketing managers must have to be successful in their jobs. This framework follows the flow of decision making.

For example:
1. The marketing manager first decides what the goal is and then how to get there.
2. The key decision is which customer groups to target, then other decisions flow from that crucial decision.
3. The customers' needs, an analysis of the competitors, and an understanding of the industry environment lead to a core strategy that is tailored to each customer target.
4. Finally, the marketing mix or implementation of the strategy is customized for each target.

Table of Contents

Part I: Marketing Philosophy and Strategy
1. Marketing and the Job of the Marketing Manager
2. A Strategic Marketing Framework

Part II: Analysis for Marketing Decisions
3. Marketing Research
4. Analyzing Consumer Behavior
5. Organizational Buying Behavior
6. Market Structure and Competitor Analysis

Part III: Marketing Decision Making
7. Product Decisions
8. New Product Development
9. Pricing
10. Communications
11. Sales Promotion
12. Channels of Distribution
13. Direct Channels of Distribution: Personal Selling and Direct Marketing
14. Customer Relationship Management
15. Strategies for Service Markets

Title	Marketing Management
Author	Russell S Winer
Publisher	Pearson Education (India)
ISBN	9788131715260
Edition	3rd Edition, 2007
Number of Pages	544
Country	India
Language	English

Russell S Winer

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