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Marketing management :strategies and programs. / Joseph P. Guiltinan, Gordon W. Paul.

By: Guiltinan, Joseph PContributor(s): Paul, Gordon WMaterial type: TextTextSeries: McGraw-Hill series in marketingPublisher: New York : McGraw-Hill, c1988Edition: 3rd edDescription: xvi, 427 p. : ill. (some col.) ; 25 cmISBN: 0070489297 :Subject(s): Marketing -- ManagementDDC classification: 658.8 LOC classification: HF5415.13.G84
Contents:
Contents: Managerial perspectives on marketing: The Scope of marketing management and the marketing planning process -- Corporate marketing planning -- Situation analysis: Market analysis -- Market measurement -- Profititability and productivity analysis -- Marketing strategies and programs: Competitive analysis and marketing strategy -- Product-development programs -- Pricing programs -- Advertising programs -- Sales-promotion programs -- Sales and distribution programs: establishing objectives and appeals --Sales and distribution programs: budgets and performance evaluation -- International marketing strategies and programs -- Coordination and control: Organizing and managing human resources -- The annual marketing plan.
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Books Books WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY
Reference 		WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY
HF5415.13.G84 (Browse shelf) Available 6299/12

Includes bibliographies and index.

Contents: Managerial perspectives on marketing: The Scope of marketing management and the marketing planning process -- Corporate marketing planning -- Situation analysis: Market analysis -- Market measurement -- Profititability and productivity analysis -- Marketing strategies and programs: Competitive analysis and marketing strategy -- Product-development programs -- Pricing programs -- Advertising programs -- Sales-promotion programs -- Sales and distribution programs: establishing objectives and appeals --Sales and distribution programs: budgets and performance evaluation -- International marketing strategies and programs -- Coordination and control: Organizing and managing human resources -- The annual marketing plan.

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