Publisher's Synopsis
Providing a practical guide to marketing decision-making and to developing marketing strategy, this text focuses on the issues of most concern to senior executives. The role of marketing in the modern organization is explored through a review of important concepts and techniques that managers need in order to analyze today's markets and capitalize on emerging opportunities.;The reader is shown how to develop a marketing orientation in the organization and how this affects profit, growth and security. The development and implementation of marketing strategy through effective product, pricing and distribution, communications and service policies is then examined.
