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Title: Marketing Management: Strategies and Programs by Joseph P. Guiltinan, Gordon W. Paul, Thomas J. Madden, Joesph P. Guiltinan ISBN: 0-07-049097-X Publisher: McGraw-Hill/Irwin Pub. Date: 01 December, 1996 Format: Hardcover Volumes: 1 List Price(USD): $92.75

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Average Customer Rating: 5 (1 review)

Rating: 5
Summary: Great Tools & Concepts
Comment: One of the best marketing books i've read! The authors do bridge the knowing-doing gap. Most books focuse on the strategic plan of marketing or on a specific area or buzzword, forgetting the everyday work. This team managed, with excelence to convey a lot of practical knowledge with solid theoretical foundations, this makes this book a pearl that is accessible to those not having solid foundations, minimizing the risk associated with the implementation of apparently linear concepts. For those more experienced, the cristal clarity of the presentation and some of the long forgotten perpectives will be extremely interesting. In a sentene: fit for both the neofit and the tried and tested. Excelent work - 9 points on a 0 to 10 scale.

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