Marketing Management: Strategies and Programs

Marketing Management: Strategies and Programs

by Joseph P. Guiltinan, Gordon W. Paul

Hardcover(4th ed)


Product Details

ISBN-13: 9780070489424
Publisher: McGraw-Hill Companies, The
Publication date: 01/28/1991
Series: Marketing Series
Edition description: 4th ed
Pages: 449

Table of Contents

Part One: Managerial Perspectives on Marketing1. Market Orientation, Marketing Management, and the Marketing Planning Process 2. Corporate Marketing Planning Part Two: Situation Analysis 3. Market Analysis 4. Target Marketing: Segmentation and Positioning For Competitive Advantage 5. Market Measurement 6. Profitability and Productivity Analysis Part Three: Marketing Strategies and Programs 7. Marketing Strategies 8. Product-Development Programs 9. Pricing Programs 10. Advertising Programs 11. Sales-Promotion and Direct Marketing Programs 12. Sales and Distribution Programs 13. Managing Sales and Distribution Part Four: Coordination and Control 14. Organizing and Managing Marketing and Sales Programs 15. The Annual Marketing Plan

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