Marketing Management: Analysis, Planning, and Control

accounts action activities advertising alternative amount analysis audit average basis behavior better brand buyers buying calls cent channel Chapter characteristics company's competition competitors concept considered consumer cost creative customers decision demand depends described determine develop distribution economic effective effort estimate evaluation example executive expected factors Figure firm force forecast function ideas important increase individual industry influence interest involved lead less major manufacturer marketing research means measure method objectives operations organization particular performance period physical planning possible potential present probability problem profit promotion purchase question represents requires response retail salesmen segments selling shows specific stage strategy tend territories tion types unit variables various