Marketing Management Strategies and Programs

Name: Marketing Management Strategies and Programs
Price: 24.34 USD
Availability: InStock
ISBN: 9780070490970

ISBN-10: 007049097X

ISBN-13: 9780070490970

Edition: 6th 1997

Authors: Joseph P. Guiltinan, Gordon W. Paul, Thomas J. Madden

List price: $112.81

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This brief text focuses on the middle management marketing decisions students are most likely to encounter in their careers, with challenging end-of-chapter questions and situations to test students' analytical and critical skills.

Book details

List price: $112.81
Edition: 6th
Copyright year: 1997
Publisher: McGraw-Hill Higher Education
Binding: Hardcover
Pages: 496
Size: 7.50" wide x 9.50" long x 1.00" tall
Weight: 1.936
Language: English



Managerial Perspectives on Marketing


Market Orientation, Marketing Management, and the Marketing Planning Process


Corporate Marketing Planning


Situation Analysis


Market Analysis


Target Marketing: Segmentation and Positioning For Competitive Advantage


Market Measurement


Profitability and Productivity Analysis


Marketing Strategies and Programs


Marketing Strategies


Product-Development Programs


Pricing Programs


Advertising Programs


Sales-Promotion and Direct Marketing Programs


Sales and Distribution Programs


Managing Sales and Distribution


Coordination and Control


Organizing and Managing Marketing and Sales Programs


The Annual Marketing Plan