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Guiltinan, Joseph P.

Marketing management : strategies and programs / Joseph P. Guiltinan, Gordon W. Paul. - 5th ed. - New York : McGraw-Hill, c1994. - xvi, 480 p. : ill. (some col.) ; 24 cm. - McGraw-Hill series in marketing. .

Online version:
Guiltinan, Joseph P.
Marketing management.
New York : McGraw-Hill, c1994
(OCoLC)624453756

Includes bibliographical references and index.

Contents: Part 1 Managerial perspectives on marketing: the scope of marketing management and the marketing planning process; corporate marketing planning. Part 2 Situation analysis: market analysis; competitive analysis; market measurement; profitability and productivity analysis. Part 3 Marketing strategies and programmes: marketing strategies; product development programmes; pricing programmes; advertizing programmes; sales-promotion programmes; sales and distribution programmes - establishing objectives and appeals; sales and distribution programmes - budgets and performance evaluation. Part 4 Co-ordination and control: organizing and managing marketing and sales activities; the annual marketing plan. TOC

Summary:
Focuses on the middle management marketing decisions students may encounter in their careers. The text aims to help develop the ability to apply marketing theories and concepts to decision-making Read more...




ISBN: 0070489718 (alk. paper) 0071133224 9780070489714

Subjects--Topical Terms:
Marketing--Management.

Subjects--Index Terms: Marketing.

LC Class. No.: HF5415.13 / .G84 1994

Dewey Class. No.: 658.802 / GUM 1994