I Series or Marketing Management

I-Series: MS Office XP- Volume II

Author: Stephen Haag

The I-Series Applications textbooks strongly emphasize that students learn and master applications skills by being actively engaged- by doing. These texts have been written with clear,error-free,and unambiguous steps to accomplish tasks that lead to a finished document,worksheet or database table. The authors made the decision that teaching "how" to accomplish some task is not enough for complete understanding and mastery. Prior to introducing steps,the authors discuss why the steps students are about to experience are important and what role the steps play in the overall plan for creating a document,workbook or database.

Book review: Beyond a Boundary or Lone Wolf

Marketing Management: Strategies and Programs

Author: Joseph P P Guiltinan

Unlike most marketing management texts that are overly descriptive and repetitious of prior coursework, this brief text focuses on the middle management marketing decisions students are most likely to encounter in their careers. The text emphasizes fundamental processes to help students develop the ability to apply marketing theories and concepts to decision-making situations. A talented new coauthor, Thomas Madden of the University of South Carolina, Columbia, has been added to the team. Discussions of such important areas as market segmentation, quality, customer service, brand equity, sales promotion, direct marketing, and database marketing have been substantially strengthened. The majority of minicases, which conclude each chapter are new and involve current, high-interest subjects.

Table of Contents:

	Preface
Ch. 1	The Scope of Marketing Management and the Marketing Planning Process	5
Ch. 2	Corporate Marketing Planning	22
Ch. 3	Market Analysis	55
Ch. 4	Competitive Analysis	81
Ch. 5	Market Measurement	106
Ch. 6	Profitability and Productivity Analysis	140
Ch. 7	Marketing Strategies	171
Ch. 8	Product Development Programs	197
Ch. 9	Pricing Programs	228
Ch. 10	Advertising Programs	255
Ch. 11	Sales-Promotion Programs	293
Ch. 12	Sales and Distribution Programs: Establishing Objectives and Appeals	321
Ch. 13	Sales and Distribution Programs: Budgets and Performance Evaluation	353
Ch. 14	Organizing and Managing Marketing and Sales Activities	391
Ch. 15	The Annual Marketing Plan	420
	Appendix: Selected Sources of Information for Marketing Managers	446
	Acknowledgments	460
	Index	463