DAVID L. RADOS is Professor of Marketing at the Owen Graduate School of Management at Vanderbilt University. He has written three books, including Pushing the Numbers in Marketing (Quorum Books, 1992).

• Preface Introduction Introduction What Is Marketing? Tools for the Marketer The Financial Side of Marketing Decisions Behavior of Clients and Backers How Price and Other Costs Influence Behavior Marketing Research Marketing Strategy Focus: Competition, Segmentation, Targeting, and Positioning Marketing Strategy: The Preliminaries Developing a Marketing Strategy The Elements of the Marketing Program Product and Service Strategy Delivering the Goods (and Services) by Means of Channels of Distribution Prices and Other Costs Borne by Clients Communications Advertising Personal Selling Public Relations and Sales Promotion Control and Organization Getting Resources Giving and Raising Funds The Cost of Raising Funds Volunteers and Board Members Selected Bibliography Index

DAVID L. RADOS is Professor of Marketing at the Owen Graduate School of Management at Vanderbilt University. He has written three books, including Pushing the Numbers in Marketing (Quorum Books, 1992).

• Preface Introduction Introduction What Is Marketing? Tools for the Marketer The Financial Side of Marketing Decisions Behavior of Clients and Backers How Price and Other Costs Influence Behavior Marketing Research Marketing Strategy Focus: Competition, Segmentation, Targeting, and Positioning Marketing Strategy: The Preliminaries Developing a Marketing Strategy The Elements of the Marketing Program Product and Service Strategy Delivering the Goods (and Services) by Means of Channels of Distribution Prices and Other Costs Borne by Clients Communications Advertising Personal Selling Public Relations and Sales Promotion Control and Organization Getting Resources Giving and Raising Funds The Cost of Raising Funds Volunteers and Board Members Selected Bibliography Index