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.

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

Business & Money

Guiltinan, Joseph P.

Management & Leadership

McGraw-Hill Companies

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.

Marketing Management: Strategies and Programs (McGraw-Hill Series in Marketing)

This 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. The new fifth edition adds a new chapter on competitive analysis, a new appendix on source of marketing information and integrates international dimensions throughout.

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.

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

Paul, Gordon W.

Mcgraw-Hill College

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.

Marketing Management: Strategies and Programs

Madden, Thomas J.

McGraw/Hill/Irwin

A principles of marketing text for students needing to focus on the basic marketing concepts. Special emphasis is placed on learning objectives featuring progress checks, and end-of-chapter self tests. Key terms are defined in the margin where the term is introduced for the first time.

Marketing Essentials: Mastering Concepts and Practices

Schoell, William F.

Valvatne, Laura

Allyn&Bacon

The sixth edition of schoell/guiltinan will vastly improve student's comprehension of the subject by grabbing their attention, involving them, and generating excitement. The all new design, which places emphasis on visual learning, was based on research of student's learning and study habits as well as extensive class testing. Key concept graphics, current ads that capture student interest and student-oriented in-text examples all aid in visualizing and understanding concepts.

Marketing: Contemporary Concepts and Practices

PRENTICE/HALL

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Books by Guiltinan, Joseph P.

See the best price to sell, buy, or rent books by Guiltinan, Joseph P.. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

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

Marketing Management: Strategies and Programs (McGraw-Hill Series in Marketing)

Marketing Management: Strategies and Programs (McGraw-Hill Series in Marketing)

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

Marketing Management: Strategies and Programs

Marketing Essentials: Mastering Concepts and Practices

Marketing: Contemporary Concepts and Practices