01471pam a2200241 a 4500001000800000005001700008008004100025010001700066020002500083040001800108050001800126082001400144100002500158245009100183250001200274260003700286300004600323440003600369504003900405505073800444650002701182700002001209336827620210414114147.0870807s1988    nyua     b    001 0 eng    a   87023186   a0070489297 :c$37.95  aDLCcDLCdDLC00aHF5415.13.G8400a658.82191 aGuiltinan, Joseph P.10aMarketing management :strategies and programs. /cJoseph P. Guiltinan, Gordon W. Paul.  a3rd ed.  aNew York :bMcGraw-Hill,cc1988.  axvi, 427 p. :bill. (some col.) ;c25 cm. 0aMcGraw-Hill series in marketing  aIncludes bibliographies and index.  aContents: 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.  0aMarketingxManagement.1 aPaul, Gordon W.