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Guiltinan, Joseph P.

Marketing management :strategies and programs. / Joseph P. Guiltinan, Gordon W. Paul. - 3rd ed. - New York : McGraw-Hill, c1988. - xvi, 427 p. : ill. (some col.) ; 25 cm. - McGraw-Hill series in marketing .

Includes bibliographies and index.

Contents: Managerial perspectives on marketing: The Scope of marketing management and the marketing planning process -- Corporate marketing planning -- Situation analysis: Market analysis -- Market measurement -- Profititability and productivity analysis -- Marketing strategies and programs: Competitive analysis and marketing strategy -- Product-development programs -- Pricing programs -- Advertising programs -- Sales-promotion programs -- Sales and distribution programs: establishing objectives and appeals --Sales and distribution programs: budgets and performance evaluation -- International marketing strategies and programs -- Coordination and control: Organizing and managing human resources -- The annual marketing plan.

ISBN: 0070489297 : $37.95

LCCN: 87023186

Subjects--Topical Terms:
Marketing--Management.

LC Class. No.: HF5415.13.G84

Dewey Class. No.: 658.8