Spécifications
- Éditeur
- Pearson Education
- Édition
- 4
- Auteur
- Russ Winer, Ravi Dhar,
- Langue
- anglais
- BISAC Subject Heading
- BUS043000 BUSINESS & ECONOMICS / Marketing > BUS058010 BUSINESS & ECONOMICS / Sales & Selling / Management *
- BIC subject category (UK)
- KJMV7 Sales & marketing management
- Code publique Onix
- 05 Enseignement supérieur
- Date de première publication du titre
- 01 novembre 2013
- Subject Scheme Identifier Code
- Classification thématique Thema: Ventes et marketing
Classification thématique Thema: Gestion des ventes et marketing
VitalSource eBook
- Date de publication
- 01 novembre 2013
- ISBN-13
- 9781292036588
- Ampleur
- Nombre de pages de contenu principal : 496
- Code interne
- 1292036583
- Protection technique e-livre
- DRM
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Sommaire
Part I: Marketing Philosophy and Strategy
Chapter 1. Marketing and the Job of the Marketing Manager
Chapter 2. A Strategic Marketing Framework
Part II: Analysis for Marketing Decisions
Chapter 3. Marketing Research
Chapter 4. Analyzing Consumer Behavior
Chapter 5. Organizational Buying Behavior
Chapter 6. Market Structure and Competitor Analysis
Part III: Marketing Decision Making
Chapter 7. Product Decisions
Chapter 8. New Product Development
Chapter 9. Pricing
Chapter 10. Communications and Advertising Strategy
Chapter 11. Sales Promotion
Chapter 12. Channels of Distribution
Chapter 13. Customer Relationship Management
Chapter 14. Direct Channels of Distribution: Personal Selling and Direct Marketing
Chapter 15. Special Topic: Strategies for Service Markets