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

Guiltinan, Joseph; Paul, Gordon; Madden, Thomas

Hardcover

ISBN 10: 007049097X ISBN 13: 9780070490970

Publisher: McGraw-Hill Education, 1997

Synopsis

Unlike most marketing management texts that are overly descriptive and repetitious of prior coursework, this brief text focuses on the middle management marketing decisions students are most likely to encounter in their careers. The text emphasizes fundamental processes to help students develop the ability to apply marketing theories and concepts to decision-making situations. A talented new coauthor, Thomas Madden of the University of South Carolina, Columbia, has been added to the team. Discussions of such important areas as market segmentation, quality, customer service, brand equity, sales promotion, direct marketing, and database marketing have been substantially strengthened. The majority of minicases, which conclude each chapter are new and involve current, high-interest subjects.

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.

Synopsis

This text focuses on the middle management marketing decision students are likely to encounter in their careers. It emphasizes the fundamental processes to help students develop the ability to apply marketing theories and concepts to decision-making situations. Area discussed include: market segmentation; quality; customer service; brand equity; sales promotion; direct marketing; and database marketing.

Edition details

• Publisher: McGraw-Hill Education
• Publication date: 1997
• Language: English
• ISBN 10: 007049097X
• ISBN 13: 9780070490970
• Binding: Hardcover
• Edition number: 6
• Number of pages: 496