Marketing Management: Strategies and Programs

Guiltinan, Joseph P, Paul, Gordon W, Madden, Thomas J

ISBN 10: 007049097X / ISBN 13: 9780070490970

Published by McGraw-Hill/Irwin, 1996

About this Item

Item in good condition. Textbooks may not include supplemental items i.e. CDs, access codes etc. Seller Inventory # 00049213808

Bibliographic Details

Title: Marketing Management: Strategies and Programs

Publisher: McGraw-Hill/Irwin

Publication Date: 1996

Binding: Hardcover

Condition: Acceptable

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.