The New Science of Marketing

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To be effective today, professionals at all levels of an organization need to constantly track their ever changing marketplace which requires a thorough understanding of customers, competitors and the various forces that impact their market, now and in the future. The long-term viability of any company may depend on decisions made on both tactical and strategic levels of market planning. The New Science of Marketing puts the decision-making process on a strategic level of planning; such as identifying products and markets, distribution channels and selling environments in which the company may compete in the future. This book is designed to bridge the gap for marketers involved in establishing long-term strategies for their companies and products. The New Science of Marketing provides: practical, user-friendly basis for developing a complete, qualitative and quantitative strategic marketing plan; usable guide to integrating scientific market research into any marketing management assignment; in-depth case studies including, Zenith, General Foods, R.J. Reynolds, Citibank, Apple Computer; a strong focus on managing the market destiny of products, businesses and organizations; marketers with a knowledge for getting workable answers to real-world marketing questions.