Joseph P. Guiltinan

View Larger
Image

Marketing Management: Strategies and Programs

Joseph P. Guiltinan; Gordon W. Paul; 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.

More About this Book

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

View Larger
Image

Marketing: Contemporary Concepts and Practices

Joseph P. Guiltinan; William F. Schoell

Marketing: Contemporary Concepts and Practices, Sixth Edition, introduces you to the exciting and rewarding field of marketing. It gives you an understanding of fundamental marketing concepts and their application by business and nonbusiness organizations.

More About this Book

Other editions: 1990, 1988

Marketing Essentials: Mastering Concepts and Practices

Joseph P. Guiltinan; William F. Schoell; Laura Valvatne

More About this Book

Pricing Credit Union Services: Issues and Strategies

Joseph P. Guiltinan; Phillip D. White; Credit Union National Association; CUNA & Affiliates

More About this Book

Pricing Credit Union Products and Services

Joseph P. Guiltinan; Credit Union National Association; National Credit Union Institute

More About this Book

Readings in Marketing Strategies and Programs

Joseph P. Guiltinan; Gordon W. Paul

More About this Book