000			01579pam a2200277 a 4500
001			3368276
005			20210414114147.0
008			870807s1988 nyua b 001 0 eng
010			_a 87023186
020			_a0070489297 : _c$37.95
040			_aDLC _cDLC _dDLC
050	0	0	_aHF5415.13.G84
082	0	0	_a658.8 _219
100	1		_aGuiltinan, Joseph P.
245	1	0	_aMarketing management :strategies and programs. / _cJoseph P. Guiltinan, Gordon W. Paul.
250			_a3rd ed.
260			_aNew York : _bMcGraw-Hill, _cc1988.
300			_axvi, 427 p. : _bill. (some col.) ; _c25 cm.
440		0	_aMcGraw-Hill series in marketing
504			_aIncludes bibliographies and index.
505			_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.
650		0	_aMarketing _xManagement.
700	1		_aPaul, Gordon W.
906			_a7 _bcbc _corignew _d1 _eocip _f19 _gy-gencatlg
942			_2lcc _cBK
999			_c2455 _d9955