Winer, Russell S. <br/><br/>
Marketing management / 
Russell S. Winer. 
 - 2nd ed. 
 - Upper Saddle River, N.J. :  Pearson Prentice Hall,  2004. 
 - xxix, 481 p. :  ill. ;  28 cm. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>Marketing philosophy and strategy -- Marketing and the job of the marketing manager -- A strategic marketing framework -- Analysis for marketing decisions -- Marketing research -- Analyzing consumer behavior -- Organizational buying behavior -- Market structure and competitor analysis -- Marketing decision making -- 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>9780131228016 (pbk.) 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Pazarlama--Yönetim.<br/>Marketing--Management.
<br/><br/><label>LC Class. No.: </label>HF 5415.13  / .W5476 2004