Marketing Management: Strategies And Programs

Preface -- 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 -- Acknowledgments -- Index. Joseph P. Guiltinan, Gordon W. Paul. Includes Bibliographical References And Index.