TY  - BOOK
AU  - Guiltinan,Joseph P.
AU  - Paul,Gordon W.
TI  - Marketing management :strategies and programs.
SN  - 0070489297 :
AV  - HF5415.13.G84 
U1  - 658.8 19
PY  - 1988///
CY  - New York
PB  - McGraw-Hill
KW  - Marketing
KW  - Management
N1  - 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.
ER  -