Marketing Management: Strategies and Programmes (MCGRAW HILL SERIES IN MARKETING) - Hardcover

Guiltinan, Joseph; Paul, Gordon

Hardcover

ISBN 10: 0070489718 ISBN 13: 9780070489714

Publisher: McGraw-Hill Inc.,US, 1993

Synopsis

The text emphasizes fundamental processes to help students develop the ability to apply marketing theories and concepts to decision-making situations. In the fifth edition the sections on market segmentation, differential positioning, product line marketing strategies, and factors in new product success and failure have been rewritten, and more emphasis is now placed on branding, corporate culture, quality and ethics. A separate test bank has been added; it includes multiple-choice questions in addition to essay questions. Interactive computer simulations focusing on analysis and strategy now accompany the book. New topics include customer satisfaction/quality management, Porter's five competitive forces, benefits of using internal data bases, the Sultan Farley Lehman series diffusion model, how consumers perceive risk from brand name extensions, limits buyers place on trading quality for price, the use of test market systems like BehaviorScan, category managers, infomercials, increased use of sales promotion as opposed to advertising, consumer data bases and in-store promotion systems, customer satisfaction added to traditional measures of the marketing plan, and the power of large scale retailers. Rewritten sections include defining market segments, bases for segmenting consumer markets, differentiated positioning, product line marketing strategies, and factors in new product success and failure. New and updated real company examples and data have been added throughout.

About this title

From the Publisher

+ This book offers the core topics for the capstone marketing course in a brief (496 pages), user-friendly format. Chapters include a good selection of detailed examples of actual marketing practice.

+ Minicases (1-2 pages) based on recent developments in high-profile companies (e.g., Rubbermaid and Ford Taurus) end each chapter.

+ Challenging end-of-chapter questions and situations draw upon students' analytical and critical thinking skills.

+ Strong organizational framework built around the marketing planning process works well in courses using case analysis and/or simulations.

+ Throughout the sixth edition, there is increased coverage of quality, customer service, and international issues; updated examples; and significantly more
material on database marketing, market segmentation, positioning, target markets, services and industrial marketing practices, and data collection, analysis, and evaluation.

+ New topics include category management, strategic alliances, relationship marketing, logistics, changes in distribution, organizational downsizing, and flexibility.

+ The majority of minicases, which conclude each chapter, are new and involve current, high-interest subjects.

+ A talented new coauthor, Thomas Madden of the University of South Carolina, Columbia has been added to the team.

Edition details

• Publisher: McGraw-Hill Inc.,US
• Publication date: 1993
• ISBN 10: 0070489718
• ISBN 13: 9780070489714
• Binding: Hardcover
• Language: English
• Edition number: 5
• Number of pages: 480