Marketing Problem Solver

This text identifies and discusses a number of major marketing areas and offers guidelines for promoting the well-being of a business. Divided into five parts, The Marketing Problem Solver begins with a discussion of the management setting and the search for excellence in marketing. The second part emphasizes the importance of the strategic and annual planning process and the financial support needed for marketing. The third section contains suggestions for a better...
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This text identifies and discusses a number of major marketing areas and offers guidelines for promoting the well-being of a business. Divided into five parts, The Marketing Problem Solver begins with a discussion of the management setting and the search for excellence in marketing. The second part emphasizes the importance of the strategic and annual planning process and the financial support needed for marketing. The third section contains suggestions for a better understanding of the marketplace, with fresh insights on identifying opportunity and suggestions for studying consumers. The fourth and longest part of the book discusses strategies and tips for product development, product mix decisions, customer service, pricing, advertising, personal selling, sales promotion, and physical distribution. The book concludes with advice for adapting to changing conditions. While marketing is anything but a pure science, The Marketing Problem Solver shows how certain principles of good marketing can be readily identified and put to use effectively.