Marketing Management: Strategies and Programs

By Joseph P. Guiltinan

This text focuses on the middle management marketing decision students are likely to encounter in their careers. It emphasizes the fundamental processes to help students develop the ability to apply... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 007049097X
• ISBN13: 9780070490970
• Release Date: December 1996
• Publisher: McGraw-Hill/Irwin
• Length: 496 Pages
• Weight: 1.95 lbs.
• Dimensions: 9.2" x 1.1" x 7.2"

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.