Drawing from the behavioural sciences, management theory, quantitative decision theory and marketing theory, this book presents a comprehensive approach to marketing decision-making and illustrates why a marketing orientation is necessary for corporate survival.
1. Scope and Nature of Marketing Management 2. The Market Transaction 3. Consumer Behaviour 4. Planning and the Marketing Function 4. Forecasting and Planning 6. Product Planning: Policy and Problems 7. The Pricing Decision 8. Channels of Distribution 9. Advertising Management 10. Sales Planning and Control 11. Control of the Marketing Effect.