Marketing Management (4th Edition)
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品牌: Russ WinerRavi Dhar
基本信息出版社:Prentice Hall; 4 (2010年9月9日)精装:528页正文语种:英语ISBN:0136074898条形码:9780136074892商品尺寸:27.7 x 22.1 x 2.3 cm商品重量:1.2 KgASIN:0136074898商品描述内容简介Go beyond the basic concepts with a strategic focus and integration of IT and global perspectives.
Marketing Managementreflects the dynamic environment inhabited by today's marketers, helping readers understand this increasingly global marketplace and the impact of technology on making strategic marketing decisions. Its modern, strategy-based approach covers critical, fundamental topics required for professional success.
The fourth edition features Ravi Dahr of Yale University–one of the world’s leading scholars in behavioral decision-making–as a new coauthor.
作者简介Russell S. Wineris 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,andProduct 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 theJournal of Marketing Research,the current co-editor of theJournal of Interactive Marketing,and is on the editorial boards of theJournal of Marketing,theJournal of Marketing Research, Marketing Science,and theCalifornia 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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