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Marketing Management: Strategies and Programs (Mcgraw Hill Series in Marketing)
by Joseph P. Guiltinan, Gordon W. Paul
Product Group: Book
Publisher: Mcgraw-Hill College (1993-09)
ISBN: 0070489718
EAN: 9780070489714
Dewy Decimal #: 658.8
Hardcover: 480 pages
Edition: 5 Sub
SKU: M115891
Condition: Very Good
Comments: 0070489718 5th Ed. contains occasional, helpful margin notes & highlighting of some important bits. Cover shows light wear. Overall, a very serviceable copy. Your book will be carefully protected for transit in sturdy, weather-resistant packaging. We are prompt, efficient, communicative.
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Editorial Reviews
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Product Description
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.
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Customer Reviews
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Marketing Management: Strategies and Programs
Rating  (2)
Date: 2004-09-11
I have had this textbook now for 3 years. Sure it contains the basics, but it is now rather out of date, with a bad lay-out. As a university student I have found it the most useless of all of the 12 marketing textbooks that I own.
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Great Tools & Concepts
Rating  (5)
Date: 2001-04-01
One of the best marketing books i've read! The authors do bridge the knowing-doing gap. Most books focuse on the strategic plan of marketing or on a specific area or buzzword, forgetting the everyday work. This team managed, with excelence to convey a lot of practical knowledge with solid theoretical foundations, this makes this book a pearl that is accessible to those not having solid foundations, minimizing the risk associated with the implementation of apparently linear concepts. For those more experienced, the cristal clarity of the presentation and some of the long forgotten perpectives will be extremely interesting. In a sentene: fit for both the neofit and the tried and tested. Excelent work - 9 points on a 0 to 10 scale.
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