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This text focuses on the middle-management marketing decisions students are most likely to encounter in their careers. It emphasizes fundamental processes to help students develop the ability to apply marketing theories and concepts to decision-making situations. In this 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 placed on branding, corporate culture, quality and ethics. A separate test bank has been added, which includes multiple-choice questions, as well as essay questions. Interactive computer simulations focusing on analysis and strategy now accompany the text.
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Series in Marketing: Marketing Management, Joseph P. Guiltinan, Gordon W. Paul
- Language
- Released
- 1991
- Binding
- (Paperback)
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- Title
- Series in Marketing: Marketing Management
- Subtitle
- Strategies and Programs - Fourth Edition
- Language
- English
- Authors
- Joseph P. Guiltinan, Gordon W. Paul
- Publisher
- McGraw-Hill Companies
- Released
- 1991
- Format
- Paperback
- Pages
- 449
- ISBN10
- 0070489424
- ISBN13
- 9780070489424
- Series
- Description
- This text focuses on the middle-management marketing decisions students are most likely to encounter in their careers. It emphasizes fundamental processes to help students develop the ability to apply marketing theories and concepts to decision-making situations. In this 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 placed on branding, corporate culture, quality and ethics. A separate test bank has been added, which includes multiple-choice questions, as well as essay questions. Interactive computer simulations focusing on analysis and strategy now accompany the text.