TY  - BOOK
AU  - Dalrymple,Douglas J.
AU  - Parsons,Leonard J.
TI  - Marketing management: text and cases 
SN  - 0471332380
SN  - 978047133
AV  - HF5415.13 .D314
PY  - 2000///
CY  - New York
PB  - J. Wiley
KW  - Marketing
KW  - Management
N1  - Includes index;  	Preface --
About the Authors --
1. The Role of Marketing in Organizations and Society --
2. Marketing Strategy --
3. Customer Analysis --
4. Market Segmentation and Product Differentiation --
5. Competitive Analysis and Product Positioning --
6. Product Development and Testing --
7. Brand Management --
8. Services Marketing --
9. Pricing --
10. Selecting Distribution Channels --
11. Personal Selling and Sales Force Management --
12. Direct Marketing --
13. Designing Adverting Programs --
14. Sales Promotion and Public Relations --
15. International Marketing --
16. Marketing Planning --
Case Index --
Subject Index
ER  -