Drawing from the behavioural sciences, management theory, quantitative decision theory and marketing theory, this book presents a comprehensive approach to marketing decision-making and illustrates why a marketing orientation is necessary for corporate survival.

Drawing from the behavioural sciences, management theory, quantitative decision theory and marketing theory, this book presents a comprehensive approach to marketing decision-making and illustrates why a marketing orientation is necessary for corporate survival.

Drawing from the behavioural sciences, management theory, quantitative decision theory and marketing theory, this book presents a comprehensive approach to marketing decision-making and illustrates why a marketing orientation is necessary for corporate survival.