9780070490970
Marketing Management: Strategies and Programs
Joseph P. Guiltinan; Gordon W. Paul; Thomas J. Madden
ISBN 13: 9780070490970
Publisher: McGraw-Hill College
Publication Date: 1996
Binding: Hardcover
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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.
Marketing Management: Strategies and Programs: Search Results
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Marketing Management: Strategies and Programs (ISBN: 007049097X / 0-07-049097-X) Guiltinan, Joseph P.;Paul, Gordon W.;Madden, Thomas J. Quantity Available: 1
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Marketing Management: Strategies and Programs (ISBN: 007049097X / 0-07-049097-X) Guiltinan, Joseph P.;Paul, Gordon W.;Madden, Thomas J. Quantity Available: 3
Book Description: McGraw-Hill/Irwin, 1996. Hardcover. Book Condition: New. Brand New. Never Used. Ships Fast. Expedite Shipping Available. Bookseller Inventory # EDLPX0100023 Bookseller & Payment Information | More Books from this Seller | Ask Bookseller a Question |
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