Guiltinan, Joseph P. <br/>
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. .
<br/><br/> Online version:<br/>Guiltinan, Joseph P.<br/>Marketing management.<br/>New York : McGraw-Hill, c1994<br/>(OCoLC)624453756 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>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 
<br/><br/> Summary:<br/>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...<br/> 
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<br/><br/><label>ISBN: </label>0070489718 (alk. paper)  0071133224 9780070489714 
<br/><br/><label>LCCN: </label>93022754  
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing--Management.
<br/><br/><label>Subjects--Index Terms: </label>Marketing. 
<br/><br/><label>LC Class. No.: </label>HF5415.13  / .G84 1994 
<br/><br/><label>Dewey Class. No.: </label>658.8  / GUM 1994