TY  - BOOK
AU  - Winer,Russell S
TI  - Marketing management
SN  - 0131963341
AV  - HF 5415.13 W5476.2007
PY  - 2007///
CY  - Upper Saddle River, N.J.
PB  - Pearson Prentice Hall
KW  - Marketing
KW  - Management
KW  - Mercadotecnia
KW  - Administración
N1  - Incluye referencias bibliográficas (p. 447-466) e índice; 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
ER  -