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151212s1988#######|||||||||||||||||eng|d |
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|a 0-07-048929-7
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|a AR-CdUBP
|b spa
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| 041 |
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|a eng
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| 100 |
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|a Guiltinan, Joseph P.
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| 245 |
1 |
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|a Marketing management :
|b strategies and programs /
|c Joseph P. Guiltinan, Gordon W. Paul
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| 250 |
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|a 3rd. ed.
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| 260 |
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|a New York :
|b McGraw-Hill,
|c 1988
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| 300 |
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|a xvi, 427 p. ;
|c 23 cm.
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| 490 |
0 |
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|a McGraw-Hill series in marketing
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| 500 |
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|a La Biblioteca posee: 2 ej.
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| 504 |
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|a Incluye bibliografía
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| 505 |
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|a Part one. Managerial perspectives on marketing. 1. The scope of marketing management and the marketing planning process. 2. Corporate marketing planning. Part two. Situation analysis. 3. Market analysis. 4. Market measurement. 5. Profitability and productivity analysis. Part three. Marketing strategies and programs. 6. Competitive analysis and marketing strategy. 7. Product-development programs. 8. Pricing programs. 9. Advertising programs. 10. Sales-promotion programs. 11. Sales and distribution programs: establishing objectives and appeals. 12. Sales and distribution programs: budgets and performance evaluation. 13. International marketing strategies and programs. Part four. Coordination and control. 14. Organizing and managing human resources. 15. The annual marketing plan.
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| 650 |
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4 |
|a MARKETING
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| 653 |
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|a ADMINISTRACION
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| 700 |
1 |
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|a Paul, Gordon W.
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| 930 |
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|a ADMINISTRACION
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| 931 |
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|a 04633
|b UBP
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| 942 |
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|2 cdu
|c BK
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|a EBA
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|a 658.8
|b G946m3
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| 999 |
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|c 20196
|d 20196
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