Marketing Management: Analysis, Planning, and Control

activities advertising allocation alternative American Marketing Association analysis brand breakeven budget buying calls cent channel Chapter company sales company's competition competitors concept consumer cost creative critical path analysis customers dealers demand develop differentiated marketing economic effective estimate evaluation example expenditures factors Figure firm firm's forecast function goals Harvard Business Review ideas important increase industry inventory Journal of Marketing linear programming major manufacturer marginal Market Segmentation market share marketing audit marketing decision marketing effort marketing executive Marketing Management marketing mix marketing organization Marketing Planning marketing program marketing research marketing strategy ment new-product objectives operations Operations Research optimal packaging pany personal selling Philip Kotler physical distribution potential price change price discrimination problem profit promotion purchase response retail sales force sales manager salesmen seller specific stimulate sumer territories tion types unit variables