Marketing management : strategies and programs / Joseph P. Guiltinan, Gordon W. Paul.
By: Guiltinan, Joseph P
Contributor(s): Paul, Gordon WMaterial type: 
TextLanguage: English Series: McGraw-Hill series in marketingPublisher: New York : McGraw-Hill, c1994Edition: 5th edDescription: xvi, 480 p. : ill. (some col.) ; 24 cmISBN: 0070489718 (alk. paper) ; 0071133224; 9780070489714Subject(s): Marketing -- Management | MarketingDDC classification: 658.8 LOC classification: HF5415.13 | .G84 1994Online resources: WorldCat details
Online version:
Guiltinan, Joseph P.
Marketing management.
New York : McGraw-Hill, c1994
(OCoLC)624453756
Includes bibliographical references and index.
TOC 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.
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...
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