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Marketing management strategies and programs Joseph P. Guiltinan, Gordon W. Paul.
Series McGraw-Hill series in marketingDetalles de publicación: New York McGraw-Hill 1994.Edición: 5th edDescripción: xvi, 480 p. ill. 24 cmISBN:- 0070489718 (alk. paper)
- 0071133224 :
- 658.8 20
- HF5415.13 .G84 1994
| Imagen de cubierta | Tipo de ítem | Biblioteca actual | Biblioteca de origen | Colección | Ubicación en estantería | Signatura topográfica | Materiales especificados | Info Vol | URL | Copia número | Estado | Notas | Fecha de vencimiento | Código de barras | Reserva de ítems | Prioridad de la cola de reserva de ejemplar | Reservas para cursos | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Libro | Biblioteca Encarnación Valdés Colección General bev | 658.8 G962m5 (Navegar estantería(Abre debajo)) | Disponible | 80000001714677 | ||||||||||||||
| Libro | Biblioteca Encarnación Valdés Colección General bev | 658.8 G962m5 (Navegar estantería(Abre debajo)) | c. 2 | Disponible | 80000001714669 |
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Descripciones mejoradas de Syndetics:
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.
Includes bibliographical references and index.
Tabla de contenidos provista por Syndetics
- Part 1 Managerial Perspectives on Marketing
- 1 Market Orientation, Marketing Management, and the Marketing Planning Process
- 2 Corporate Marketing Planning
- Part 2 Situation Analysis
- 3 Market Analysis
- 4 Target Marketing: Segmentation and Positioning For Competitive Advantage
- 5 Market Measurement
- 6 Profitability and Productivity Analysis
- Part 3 Marketing Strategies and Programs
- 7 Marketing Strategies
- 8 Product-Development Programs
- 9 Pricing Programs
- 10 Advertising Programs
- 11 Sales-Promotion and Direct Marketing Programs
- 12 Sales and Distribution Programs
- 13 Managing Sales and Distribution
- Part 4 Coordination and Control
- 14 Organizing and Managing Marketing and Sales Programs
- 15 The Annual Marketing Plan