Guiltinan, Joseph P. <br/><br/>
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 .
<br/><br/>Includes bibliographies and index. 
<br/><br/>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.  
<br/><br/><label>ISBN: </label>0070489297 :  $37.95 
<br/><br/><label>LCCN: </label>87023186  
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing--Management.
<br/><br/><label>LC Class. No.: </label>HF5415.13.G84 
<br/><br/><label>Dewey Class. No.: </label>658.8