Marketing Management (4th Edition) [Paperback]

Paperback International Edition Table of contents: Chapter 1. Marketing and the Job of the Marketing Manager Chapter 2. A Strategic Marketing Framework Chapter 3. Marketing Research Chapter 4. Analyzing Consumer Behavior Chapter 5. Organizational Buying Behavior Chapter 6. Market Structure and Competitor Analysis Chapter 7. Product Decisions Chapter 8. New Product Development Chapter 9. Pricing Chapter 10. Communications and Advertising Strategy Chapter 11. Sales Promotion Chapter 12. Channels of Distribution Chapter 13. Customer Relationship Management Chapter 14. Direct Channels of Distribution: Personal Selling and Direct Marketing Chapter 15. Special Topic: Strategies for Service Markets