Marketing Management (Hardcover)

by Russ Winer (Author)

Editorial Reviews

Product Description
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.

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. --This text refers to an out of print or unavailable edition of this title.

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Product Details

• Hardcover: 544 pages
• Publisher: Prentice Hall; 3rd edition (June 10, 2006)
• Language: English
• ISBN-10: 0131963341
• ISBN-13: 978-0131963344
• Product Dimensions: 10.8 x 8.7 x 1 inches
• Shipping Weight: 3 pounds (View shipping rates and policies)
• Average Customer Review: 4.3 out of 5 stars See all reviews (6 customer reviews)
• Amazon.com Sales Rank: #62,350 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

7 of 8 people found the following review helpful:

5.0 out of 5 stars Excellent book from an excellent practitioner/professor, November 8, 2002

By	Mark Kurowski (Davis, CA United States) - See all my reviews (REAL NAME)

This review is from: Marketing Management (Paperback)

This book was one of the readings in the core marketing class I took 2 years ago (the author was the professor). The class was excellent, and the book is too, especially its integration of a strategic perspective throughout the entire book.

I have referred to it many, many times over the past couple years. Of course, if you're already a marketing expert, this book may be too basic for you. For anyone else, I'd definitely say it's worth the price.

1 of 1 people found the following review helpful:

4.0 out of 5 stars Marketing Management, August 6, 2006

By	Renee Ashmore (Newport News, VA USA) - See all my reviews (REAL NAME)

This review is from: Marketing Management, Second Edition (Hardcover)

I found this text to be current, informative and easy to read. I am very pleased!

4 of 6 people found the following review helpful:

5.0 out of 5 stars Marketing Management, 1/e, Winer, July 15, 2000

By A Customer

This review is from: Marketing Management (Paperback)

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 participants is also inhabiting the market. Through this book, I can understand the changing marketplace and know how to make strategic marketing decisions. This text is a good guideline to the professionals and its analysis is modern and arrurate, which sparks me much.