Marketing management /

by Dickson, Peter R. Series: The Dryden Press series in marketing Published by : Dryden Press (Fort Worth :) Physical details: xxxi, 642 p. : ill. (some col.) ; 27 cm. ISBN:003096847X.
Subject(s): Marketing -- Management.
Year: 1994 Item type: Book
Current library Call number Copy number Status Date due Barcode Item holds
Riara University Library
General stack 		HF5415.13.D48 1994 (Browse shelf (Opens below)) C.1 Available 6285/15
Total holds: 0

Includes bibliographical references and indexes.

Decision making and planning -- The generation and use of market intelligence -- Analyzing customers -- Analyzing competition -- Analyzing market channels -- Analyzing regulation and market ethics -- Analyzing the organization -- Positioning strategy -- Managing products -- Managing distribution -- Managing personal selling -- Managing communications -- Managing pricing -- Organizing and implementing -- Forecasting, budgeting, and controlling -- A guide to creative decision making -- STRATMESH and the sample plan.

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