Marketing Management, Second Edition [Hardcover]

Russell S. Winer (Author)

Book Description

ISBN-10: 0131405470 | ISBN-13: 978-0131405479 | Publication Date: May 19, 2003 | Edition: 2

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.

Editorial Reviews

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.

About the Author

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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Product Details

• Hardcover: 512 pages
• Publisher: Prentice Hall; 2 edition (May 19, 2003)
• Language: English
• ISBN-10: 0131405470
• ISBN-13: 978-0131405479
• Product Dimensions: 11 x 8.8 x 1.1 inches
• Shipping Weight: 3 pounds
• Average Customer Review: 4.0 out of 5 stars  See all reviews (7 customer reviews)
• Amazon Best Sellers Rank: #1,465,122 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

9 of 10 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.