Marketing management : strategies and programs / Joseph P. Guiltinan, Gordon W. Paul and Thomas J. Madden.

By:

Guiltinan, Joseph P

Contributor(s):

Material type: Text

TextSeries: McGraw-Hill series in marketingPublication details: New York : McGraw-Hill Companies, c1997.Edition: 6th edDescription: xvi, 463 p. : ill. ; 24 cmISBN:

007049097X

Subject(s):

DDC classification:

658.8 GUI

Online resources:

Contents:

Ch. 1. Market Orientation, Marketing Management, and the Marketing Planning Process Ch. 2. Corporate Marketing Planning Ch. 3. Market Analysis Ch. 4. Target Marketing and Competitive Advantage Ch. 5. Market Measurement Ch. 6. Profitability and Productivity Analysis Ch. 7. Marketing Strategies Ch. 8. Product-Development Programs Ch. 9. Pricing Programs Ch. 10. Advertising Programs Ch. 11. Sales-Promotion and Direct Marketing Programs Ch. 12. Sales and Distribution Programs Ch. 13. Managing Sales and Distribution Ch. 14. Organizing and Managing Marketing and Sales Programs Ch. 15. The Annual Marketing Plan App. Selected Sources of Information for Marketing Manager

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Holdings
Item type	Current library	Home library	Call number	Copy number	Status	Date due	Barcode	Item holds
Book	Mzumbe University Main Campus Library	Mzumbe University Main Campus Library	658.8 GUI (Browse shelf(Opens below))	1	Available		0063558

Total holds: 0

Includes bibliographical references (p. 443-446) and index.

Ch. 1. Market Orientation, Marketing Management, and the Marketing Planning Process
Ch. 2. Corporate Marketing Planning
Ch. 3. Market Analysis
Ch. 4. Target Marketing and Competitive Advantage
Ch. 5. Market Measurement
Ch. 6. Profitability and Productivity Analysis
Ch. 7. Marketing Strategies
Ch. 8. Product-Development Programs
Ch. 9. Pricing Programs
Ch. 10. Advertising Programs
Ch. 11. Sales-Promotion and Direct Marketing Programs
Ch. 12. Sales and Distribution Programs
Ch. 13. Managing Sales and Distribution
Ch. 14. Organizing and Managing Marketing and Sales Programs
Ch. 15. The Annual Marketing Plan
App. Selected Sources of Information for Marketing Manager

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