This best-selling book is dedicated to the development ofdecision-making skills in marketing. It introduces concepts andtools useful in structuring and solving marketing problems, whileextensive case studies provide an opportunity for those conceptsand tools to be employed in practice. Consisting of 10 chapters and44 cases that feature contemporary marketing perspectives andpractices, this book covers the topics of marketing management: itsfoundations; financial aspects; decision-making and case analysis;opportunity analysis, market segmentation, and market targeting;product and service strategy and brand management; integratedmarketing communication strategy and management; pricing strategyand management; the control process; and comprehensive marketingprograms