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Marketing Management: Strategies and Programs

Joseph P. Guiltinan, Gordon W. Paul

Open publisher page 137 citations

Abstract

Part One: Managerial Perspectives on Marketing 1. Market Orientation, Marketing Management, and the Marketing Planning Process 2. Corporate Marketing Planning Part Two: Situation Analysis 3. Market Analysis 4. Target Marketing: Segmentation and Positioning For Competitive Advantage 5. Market Measurement 6. Profitability and Productivity Analysis Part Three: Marketing Strategies and Programs 7. Marketing Strategies 8. Product-Development Programs 9. Pricing Programs 10. Advertising Programs 11. Sales-Promotion and Direct Marketing Programs 12. Sales and Distribution Programs 13. Managing Sales and Distribution Part Four: Coordination and Control 14. Organizing and Managing Marketing and Sales Programs 15. The Annual Marketing Plan

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What this paper is about

Part One: Managerial Perspectives on Marketing 1. Market Orientation, Marketing Management, and the Marketing Planning Process 2. Corporate Marketing Planning Part Two: Situation Analysis 3. Market Analysis 4. Target Marketing: Segmentation and Positioning For Competitive Advantage 5. Market Measurement 6. Profitability and Productivity Analysis Part Three: Marketing Strategies and Programs 7. Marketing Strategies 8. Product-Development Programs 9. Pricing Programs 10. Advertising Programs 11. Sales-Promotion and Direct Marketing Programs 12. Sales and Distribution Programs 13. Managing Sales and Distribution Part Four: Coordination and Control 14. Organizing and Managing Marketing and Sales Programs 15. The Annual Marketing Plan

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OpenAlex reports 137 citations for this work. Citation counts describe recorded attention and do not establish research quality.

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Available abstract

Part One: Managerial Perspectives on Marketing 1. Market Orientation, Marketing Management, and the Marketing Planning Process 2. Corporate Marketing Planning Part Two: Situation Analysis 3. Market Analysis 4. Target Marketing: Segmentation and Positioning For Competitive Advantage 5. Market Measurement 6. Profitability and Productivity Analysis Part Three: Marketing Strategies and Programs 7. Marketing Strategies 8. Product-Development Programs 9. Pricing Programs 10. Advertising Programs 11. Sales-Promotion and Direct Marketing Programs 12. Sales and Distribution Programs 13. Managing Sales and Distribution Part Four: Coordination and Control 14. Organizing and Managing Marketing and Sales Programs 15. The Annual Marketing Plan

Key concepts: Marketing management, Marketing effectiveness, Marketing, Marketing strategy, Business, Return on marketing investment, Marketing mix modeling, Digital marketing

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