Marketing management :strategies and programs. / Joseph P. Guiltinan, Gordon W. Paul.
Material type:
TextSeries: McGraw-Hill series in marketingPublication details: New York : McGraw-Hill, c1988.Edition: 3rd edDescription: xvi, 427 p. : ill. (some col.) ; 25 cmISBN: - 0070489297 :
- 658.8 19
- HF5415.13.G84
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.13.G84 (Browse shelf(Opens below)) | Available | 6299/12 |
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.
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