Marketing Management - Strategies And Programs by Joseph P. Guiltinan and Thomas J. Madden and Gordon W. Paul

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Sixth Edition Unlike most marketing management texts that are overly descriptive and repetitious of prior coursework, this brief text focuses on the middle management marketing dec isions 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. This 1997 McGraw-Hill Book Co. Hardback is in good condition. No DJ; heavy. ISBN: 9780071142557 SKU: 1539216 Note: Any image shown is from a stock photo and is not the actual book. Show more