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题名/责任者:

Marketing management / Russell S. Winer = 营销管理 / 拉塞尔·威纳著.

版本说明:

3rd ed.

出版发行项:

北京 : 清华大学出版社 ; Pearson Education Asia, 2009.

ISBN:

9787302208662 (pbk.) :

载体形态项:

xxix, 500 p. : ill. ; 26 cm.

变异题名:

营销管理

丛编说明:

清华营销学系列英文版教材

个人责任者:

Winer, Russell S.

论题主题:

Marketing-Management.

中图法分类号:

F713.56

书目附注:

Includes bibliographical references (p. 447-466) and indexes.

内容附注:

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.

原版附注:

Reprint. Originally published: Upper Saddle River, N.J. : Prentice Hall, c2007. 3rd ed. 0131963341.

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