Marketing Management: Strategies and Programs (1980's Project/Council on Foreign Relations)

Joseph P. Guiltinan; Gordon W. Paul

ISBN 10: 0070489203 / ISBN 13: 9780070489202

Published by McGraw-Hill Companies, 1982

About this Item

paperback. Page block firm and clean, binding unblemished, boards straight, without markings of any kind. Supporting Bay Area Friends of the Library since 2010. Well packaged and promptly shipped.

Seller Inventory # BAY04-00285

Bibliographic Details

• Title: Marketing Management: Strategies and Programs (1980's Project/Council on Foreign Relations)
• Publisher: McGraw-Hill Companies
• Publication Date: 1982
• Language: English
• ISBN 10: 0070489203
• ISBN 13: 9780070489202
• Binding: Soft cover
• Condition: Like New

About this title

Synopsis

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.