TY  - BOOK
AU  - Guiltinan,Joseph P.
AU  - Paul,Gordon W.
TI  - Marketing management: strategies and programs 
T2  - McGraw-Hill series in marketing
SN  - 0070489718 (alk. paper) 
AV  - HF5415.13 .G84 1994
U1  - 658.8 22
PY  - 1994///
CY  - New York
PB  - McGraw-Hill
KW  - Marketing
KW  - Management
N1  - 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; BA
N2  - 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

UR  - http://www.worldcat.org/title/marketing-management-strategies-and-programs/oclc/28221407&referer=brief_results
ER  -