Marketing Management

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Pearson/Prentice Hall, 2004 - Business & Economics - 481 pages
3 Reviews
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.

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User Review  - Joecolelife - Goodreads

This book gives the overview of integrate of the market and how it works in our business. It reflects the dynamic and changing market, which is impacting and changed by the technology. Today, market ... Read full review

Review: Marketing Management

User Review  - Abdalbari Taleb - Goodreads

I need to keep this addition. Valuable book Read full review

Contents

Marketing Philosophy and Strategy
2
Marketing and the Job of the Marketing Manager
3
apan 281
25
Copyright

46 other sections not shown

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About the author (2004)

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.

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