TY  - BOOK
AU  - Guiltinan,Joseph P.
AU  - Paul,Gordon W.
AU  - Madden,Thomas J.
TI  - Marketing management: strategies and programs 
SN  - 007049097X
U1  - 658.8 GUI 
PY  - 1997///
CY  - New York
PB  - McGraw-Hill Companies
KW  - Marketing
KW  - Marketing Management
N1  - Includes bibliographical references (p. 443-446) and index; Ch. 1. Market Orientation, Marketing Management, and the Marketing Planning Process
Ch. 2. Corporate Marketing Planning
Ch. 3. Market Analysis
Ch. 4. Target Marketing and Competitive Advantage
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 and Direct Marketing Programs
Ch. 12. Sales and Distribution Programs
Ch. 13. Managing Sales and Distribution
Ch. 14. Organizing and Managing Marketing and Sales Programs
Ch. 15. The Annual Marketing Plan
App. Selected Sources of Information for Marketing Manager
UR  - http://www.loc.gov/catdir/description/mh022/96027233.html
UR  - http://www.loc.gov/catdir/toc/mh022/96027233.html
ER  -