Marketing management /
Peter R. Dickson.
- Fort Worth : Dryden Press c1994.
- xxxi, 642 p. : ill. (some col.) ; 27 cm.
- The Dryden Press series in marketing .
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.