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

Main Author Guiltinan, Joseph P. Coauthor Paul, Gordon W. Edition 4th ed. Publication New York : McGraw-Hill, 1991 Description XVII, 449 p. ISBN 0-07-100831-4 Abstract This book is specifically designed for advanced undergraduate students and for those MBA students with some previous coursework in marketing. It is intended for use in those courses in which the application of marketing concepts, tools, anda decision-making processes is emphasized. In addition, practicing managers should find it useful in providing guidelines for developing marketing plans and programs.
 Índice: 1- The scope of marketing management and the marketing planning process; 2- Corporate marketing planning; 3- Market analysis; 4- Competitive analysis; 5- Market measurement; 6- Profitability and productivity analysis; 7- Marketing strategies; 8-Product development programs; 9- pricing programs; 10- Advertising programs; 11- Sales-promotion programs; 12- Sales and distribution programs: establishing objectives and appeals; 13- Sales and distribution programs: budgets and performance evaluation; 14- Organizing and manging marketing and sales activities; 15- The annual marketing plan Topical name Marketing
Marketing - Gestão
Marketing estratégico CDU 658.8
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Holdings
Item type Current location Call number Status Date due Barcode Item holds
Book Biblioteca IPAM Porto
658.8 GUI 988 Depósito 988
Total holds: 0

This book is specifically designed for advanced undergraduate students and for those MBA students with some previous coursework in marketing. It is intended for use in those courses in which the application of marketing concepts, tools, anda decision-making processes is emphasized. In addition, practicing managers should find it useful in providing guidelines for developing marketing plans and programs.

Índice: 1- The scope of marketing management and the marketing planning process; 2- Corporate marketing planning; 3- Market analysis; 4- Competitive analysis; 5- Market measurement; 6- Profitability and productivity analysis; 7- Marketing strategies; 8-Product development programs; 9- pricing programs; 10- Advertising programs; 11- Sales-promotion programs; 12- Sales and distribution programs: establishing objectives and appeals; 13- Sales and distribution programs: budgets and performance evaluation; 14- Organizing and manging marketing and sales activities; 15- The annual marketing plan

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