Marketing Management: Strategies and Programs
Language: English
Published by McGraw-Hill/Irwin, 1996
- Signed
- Hardcover
- Used
Seller: Book Express (NZ), Shannon, New ZealandBook Express (NZ)
AbeBooks seller since February 10, 2021
Condition: Used - Good
£ 3.93
Quantity: 1 available
Add to basketItem description from seller
496 pages. cover worn, corners scuffed, name ffep, Unlike most marketing management texts that are overly descriptive and repeti tious of prior coursework, this brief text focuses on the middle management mark eting 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 co author, Thomas Madden of the University of South Carolina, Columbia, has been ad ded to the team. Discussions of such important areas as market segmentation, qua lity, customer service, brand equity, sales promotion, direct marketing, and dat abase marketing have been substantially strengthened. The majority of minicases, which conclude each chapter are new and involve current, high-interest subjects .
Seller Inventory # 6516aq
- Title
- Marketing Management: Strategies and Programs
- Author
- Joseph P. Guiltinan,Gordon W. Paul,Thomas J. Madden
- Publisher
- McGraw-Hill/Irwin
- Publication year
- 1996
- Condition
- Good
- Signed
- Signed by Author(s)
- Binding
- Hardcover
- Language
- English
- ISBN 10
- 007049097X
- ISBN 13
- 9780070490970
- Dimensions
- 18.3cm x 2.8cm x 23.4cm
- Seller catalogs
- Business
"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 Express (NZ)
Shannon, New Zealand
AbeBooks seller since February 10, 2021
Shipping rates from New Zealand to U.S.A.
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