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This text is designed to give the reader an understanding of market structures, product and market management, advertising, product promotion, pricing strategies, as well as competitive analysis, forecasting, and business planning. It leads the student to an understanding of what comprises the channel structure and the options available to develop it. The text features examples and illustrations to aid in the understanding of unfamiliar concepts. These are drawn from the world of business which gives this book practical and realistic applications. Important pedagogical features include...

Managing the entire environment in which products are conceived, manufactured, transported, stored, marketed, sold, and consumed is the marketing channel orientation to marketing management. Marketing managers will not perform product development and manufacturing functions, but they must be a part of the planning that controls these functions in order to reflect the needs of the marketing channel. How to accomplish this important management task is structured step by step in this comprehensive, instructive and practical book devoted to the development and management of the marketing...

Management is helpless without the power to direct and control the pursuit of well-defined corporate goals. McCalley identifies six distinct patterns of power within organizations, arguing that management can and must use all of them creatively and ethically for the organization's benefit. Top-down position power is familiar, but not the only option. McCalley identifies others along with their sources, patterns of development, and common use--often abused--in recognizable management situations. Managers need to use their authority and power to drive the energy of dynamic organizations,...