Marketing Management: Strategies and Programs (MCGRAW HILL SERIES IN MARKETING) - Hardcover

Guiltinan, Joseph P.; Paul, Gordon W.

Hardcover

ISBN 10: 0070489718 ISBN 13: 9780070489714

Publisher: McGraw-Hill College, 1993

Synopsis

The text emphasizes fundamental processes to help students develop the ability to apply marketing theories and concepts to decision-making situations. In the fifth edition the sections on market segmentation, differential positioning, product line marketing strategies, and factors in new product success and failure have been rewritten, and more emphasis is now placed on branding, corporate culture, quality and ethics. A separate test bank has been added; it includes multiple-choice questions in addition to essay questions. Interactive computer simulations focusing on analysis and strategy now accompany the book. New topics include customer satisfaction/quality management, Porter's five competitive forces, benefits of using internal data bases, the Sultan Farley Lehman series diffusion model, how consumers perceive risk from brand name extensions, limits buyers place on trading quality for price, the use of test market systems like BehaviorScan, category managers, infomercials, increased use of sales promotion as opposed to advertising, consumer data bases and in-store promotion systems, customer satisfaction added to traditional measures of the marketing plan, and the power of large scale retailers. Rewritten sections include defining market segments, bases for segmenting consumer markets, differentiated positioning, product line marketing strategies, and factors in new product success and failure. New and updated real company examples and data have been added throughout.

Edition details

• Publisher: McGraw-Hill College
• Publication date: 1993
• ISBN 10: 0070489718
• ISBN 13: 9780070489714
• Binding: Hardcover
• Language: English
• Number of pages: 480