This book of readings is divided into six major parts, starting with understanding marketing management and proceeding through analyzing marketing opportunities, researching and selecting target markets, designing marketing strategies, planning marketing programs, and organizing, implementing, and controlling marketing effort.

(Key Words: Business, Marketing, Philip Kotler, Management, Strategy, Strategic Thinking, Market Segmentation, Globalization, Promotion, Profitability, Productivity, Advertising, Keith K. Cox, Textbooks).