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

Gently read. May have name of previous ownership, or ex-library edition. Binding tight; spine straight and smooth, with no creasing; covers clean and crisp. Minimal signs of handling or shelving. 100% GUARANTEE! Shipped with delivery confirmation, if you're not satisfied with purchase please return item! Ships USPS Media Mail.

Seller Inventory # OTV.007049097X.VG

Bibliographic Details

• Title: Marketing Management: Strategies and Programs
• Publisher: McGraw-Hill/Irwin
• Publication Date: 1996
• Language: English
• ISBN 10: 007049097X
• ISBN 13: 9780070490970
• Binding: Hardcover
• Condition: very_good

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.