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Marketing management : strategies and programs / Joseph P. Guiltinan, Gordon W. Paul.

By: Guiltinan, Joseph P.
Contributor(s): Paul, Gordon W.
Material type: TextTextSeries: McGraw-Hill series in marketing.Publisher: New York : McGraw-Hill, c1994Edition: 5th ed.Description: xvi, 480 p. : ill. (some col.) ; 24 cm.ISBN: 0070489718 (alk. paper) ; 0071133224; 9780070489714.Subject(s): Marketing -- Management | MarketingDDC classification: 658.8 Online resources: WorldCat details
Contents:
Table of contents 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: 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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Item type Current location Collection Call number Copy number Status Date due Barcode Item holds
Text Text EWU Library
Reserve Section
Non-fiction 658.802 GUM 1994 (Browse shelf) C-1 Not For Loan 6753
Text Text EWU Library
Reserve Section
Non-fiction 658.802 GUM 1994 (Browse shelf) C-2 Not For Loan 7257
Text Text EWU Library
Circulation Section
Non-fiction 658.802 GUM 1994 (Browse shelf) C-3 Available 7258
Text Text EWU Library
Circulation Section
Non-fiction 658.802 GUM 1994 (Browse shelf) C-4 Available 7259
Text Text EWU Library
Circulation Section
Non-fiction 658.802 GUM 1994 (Browse shelf) C-5 Available 7290
Text Text EWU Library
Circulation Section
Non-fiction 658.802 GUM 1994 (Browse shelf) C-6 Available 7291
Text Text EWU Library
Circulation Section
Non-fiction 658.802 GUM 1994 (Browse shelf) C-7 Available 7292
Text Text EWU Library
Circulation Section
Non-fiction 658.802 GUM 1994 (Browse shelf) C-8 Available 7293
Total holds: 0

Online version:
Guiltinan, Joseph P.
Marketing management.
New York : McGraw-Hill, c1994
(OCoLC)624453756

Includes bibliographical references and index.

Table of contents 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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