Marketing (RLE Marketing): The Management Way, 1st Edition (Paperback) book cover

Marketing (RLE Marketing)

The Management Way, 1st Edition

By Arnold K. Weinstein

Routledge

230 pages

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Description

Drawing from the behavioural sciences, management theory, quantitative decision theory and marketing theory, this book presents a comprehensive approach to marketing decision-making and illustrates why a marketing orientation is necessary for corporate survival.

Table of Contents

1. Scope and Nature of Marketing Management 2. The Market Transaction 3. Consumer Behaviour 4. Planning and the Marketing Function 4. Forecasting and Planning 6. Product Planning: Policy and Problems 7. The Pricing Decision 8. Channels of Distribution 9. Advertising Management 10. Sales Planning and Control 11. Control of the Marketing Effect.

About the Series

Routledge Library Editions: Marketing

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Subject Categories

BISAC Subject Codes/Headings:
BUS000000
BUSINESS & ECONOMICS / General
BUS043000
BUSINESS & ECONOMICS / Marketing / General