Winer, Russell S. <br/><br/>Marketing management / Russell S. Winer, Ravi Dhar.  - Fourth edition  - New Jersey :  Pearson Education,  [2011]  ©2011.  - xxi, 506 pages :  illustrations (some colour) ;  29 cm <br/><br/>Includes bibliographical references (pages 462-479) and indexes. <br/><br/>Marketing and the job of the marketing manager -- A strategic marketing framework -- Marketing research -- Analyzing consumer behavior -- Organizational buying behavior -- Market structure and competitor analysis -- 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. <br/><br/><label>ISBN: </label>9780130387929 <br/><br/><label>LCCN: </label>2010019160 <br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing--Management.<br/><br/><label>LC Class. No.: </label>HF 5415.13  / .W725 2011