Marketing Management

Winer, Russell S.; Dhar, Ravi

ISBN 10: 0136074898 / ISBN 13: 9780136074892

Published by Pearson, 2010

About this Item

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Bibliographic Details

• Title: Marketing Management
• Publisher: Pearson
• Publication Date: 2010
• Language: English
• ISBN 10: 0136074898
• ISBN 13: 9780136074892
• Binding: Hardcover
• Edition: 4th Edition
• Condition: good

About this title

Synopsis

Go beyond the basic concepts with a strategic focus and integration of IT and global perspectives.

Marketing Management reflects the dynamic environment inhabited by today's marketers, helping readers understand this increasingly global marketplace and the impact of technology on making strategic marketing decisions. Its modern, strategy-based approach covers critical, fundamental topics required for professional success.

The fourth edition features Ravi Dahr of Yale University–one of the world’s leading scholars in behavioral decision-making–as a new coauthor.  

From the Back Cover

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. For marketing professionals, product and brand managers.