Gordon W. Paul

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Marketing Management: Strategies and Programs

Gordon W. Paul; Joseph P. Guiltinan; Thomas J. Madden

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.

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Other editions: Softcover - 2000, Hardcover - 1993, 1991, 1988, 1985, 1982

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Cases in Marketing Management

Gordon W. Paul; Joseph P. Guiltinam

Offering both domestic and over 40% international cases, this new casebook of real business situations presents a well-balanced mix of 28 cases about services and products, both consumer and industrial, including high technology products. The cases follow the organization of Guiltinan/Paul, Marketing Management, fourth edition.

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Readings in Marketing Strategies and Programs

Gordon W. Paul; Joseph P. Guiltinan

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