Designed to meet the needs of both marketing and non-marketing specialists. This introduction to the role of marketing in the modern corporation (both at the level of the firm and the marketing function) focuses on what the prospective manager—not just the marketer—needs to know about developing marketing strategy and managing the marketing process. It provides a set of concepts and ideas for approaching marketing decisions, on providing a common language with which to think about marketing issues, and on the structuring and analysis of managerial problems in marketing. It prepares future general managers and CEOs to deal with core marketing issues by providing a way of thinking strategically about the firms' products, services and markets.