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

By Gordon W. Paul and Joseph P. Guiltinan

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... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0070489718
• ISBN13: 9780070489714
• Release Date: January 1993
• Publisher: McGraw-Hill College
• Length: 480 Pages
• Weight: 2.05 lbs.
• Dimensions: 9.5" x 1.0" x 7.8"

Customer Reviews

Great Tools & Concepts

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.