Marketing Management - Strategies And Programs
Language: English
Published by McGraw-Hill Book Co., 1997
- Hardcover
- Used
Seller: Book Haven, Wellington, WLG, New ZealandBook Haven
AbeBooks seller since April 7, 2005
Condition: Used - Good
£ 4.97
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Add to basketItem description from seller
Sixth Edition 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. No DJ; heavy. 463 pages.
Seller Inventory # 1539216
- Title
- Marketing Management - Strategies And Programs
- Author
- Joseph P. Guiltinan and Thomas J. Madden and Gordon W. Paul
- Publisher
- McGraw-Hill Book Co.
- Publication year
- 1997
- Condition
- Good
- Binding
- Hardback
- Language
- English
- ISBN 10
- 007114255X
- ISBN 13
- 9780071142557
- Item weight
- 1,200 grams
- Seller catalogs
- General
"Synopsis" may belong to another edition of this title.
From the Publisher
+ 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.
"About the title" may belong to another edition of this title.
Book Haven
Wellington, WLG, New Zealand
AbeBooks seller since April 7, 2005
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