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.
Weinstein, Arnold K.
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