The fourth edition of this text, like its predecessors, is designed for a
first course in marketing management. It introduces students to the
approaches and problems of marketing decision making under condi-
tions of uncertainty. The point of view taken is that of a marketing
manager responsible for the planning and execution of a complete
marketing program. It recognizes that marketing planning must be
accomplished in the light of a changing economic, social, and legal
environment that poses many constraints and requirements for the
marketing manager. The text draws upon economics, the behavioral
sciences, and quantitative analysis wherever these are helpful in the
solution of marketing problems. No one of these orientations to the
teaching of marketing management predominates. Rather, all are
utilized in order to provide the student with all the tools available to a
present-day marketing manager.
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