Marketing Management - Softcover

Russell S. Winer

Softcover

ISBN 10: 0321046560 ISBN 13: 9780321046567

Publisher: Longman, 1999

Synopsis

Marketing Management [paperback] Winer, Russell [Sep 01, 1999] ... 0321046560

About this title

From the Back Cover:

This book reflects the dynamic environment inhabited by today's marketers, helping readers understand the marketplace and integrate the appropriate information into marketing decisions. Its modern, integrated presentation and strategy-based focus covers only those critical, fundamental topics required to succeed in future course or professional work. Topics include the concept of marketing; the marketing manager's job; the development of a marketing strategy; marketing research; consumer behavior and analysis; organizational buying behavior; market structure and competitor analysis; marketing mix decision-making; communications and advertising strategy; channels of distribution; the personal sales channel; pricing; sales promotion; customer relationship management; strategies for service markets; strategies for technology-based markets; global marketing strategies; and new product development. For practicing marketing managers, business managers, and IT professionals.

About the Author:

Russell S. Winer is the Deputy Dean and William Joyce Professor of Marketing at the Stern School of Business, New York University. He received a B.A. in Economics from Union College (NY) and an M.S. and Ph.D. in Industrial Administration from Carnegie Mellon University. He has been on the faculties of Columbia and Vanderbilt universities and, most recently, the University of California at Berkeley. He has been a visiting faculty member at M.LT., Stanford University, New York University, the Helsinki School of Economics, the University of Tokyo, and Ecole Nationale des Ponts et Chausees.

Winer has written three books: Marketing Management, Analysis for Marketing Planning, and Product Management, and has authored more than 50 papers in marketing on a variety of topics including consumer choice, marketing research methodology, marketing planning, advertising, and pricing. He is a former editor of the Journal of Marketing Research, the current co-editor of the Journal of Interactive Marketing, and is on the editorial boards of the Journal of Marketing, the Journal of Marketing Research, Marketing Science, and the California Management Review.

He has participated in executive education programs around the world, and is currently an advisor to a number of start-up companies.

About this edition

• Publisher: Longman
• Publication date: 1999
• ISBN 10: 0321046560
• ISBN 13: 9780321046567
• Binding: Paperback
• Number of pages: 640