| Description |
xvi, 480 pages : color illustrations ; 24 cm |
| Series |
McGraw-Hill series in marketing |
|
McGraw-Hill series in marketing.
|
| Contents |
Ch. 1. The Scope of Marketing Management and the Marketing Planning Process -- Ch. 2. Corporate Marketing Planning -- Ch. 3. Market Analysis -- Ch. 4. Competitive Analysis -- Ch. 5. Market Measurement -- Ch. 6. Profitability and Productivity Analysis -- Ch. 7. Marketing Strategies -- Ch. 8. Product Development Programs -- Ch. 9. Pricing Programs -- Ch. 10. Advertising Programs -- Ch. 11. Sales-Promotion Programs -- Ch. 12. Sales and Distribution Programs: Establishing Objectives and Appeals -- Ch. 13. Sales and Distribution Programs: Budgets and Performance Evaluation -- Ch. 14. Organizing and Managing Marketing and Sales Activities -- Ch. 15. The Annual Marketing Plan -- Appendix: Selected Sources of Information for Marketing Managers |
| Notes |
Previous ed. published: 1991 |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Marketing -- Management.
|
| Author |
Paul, Gordon W.
|
| LC no. |
93022754 |
| ISBN |
0070489718 (alk. paper) |
|
