The new science of marketing

by Vithala R. Rao

To be effective today, professionals at all levels of an organization need to constantly track their ever changing marketplace. This requires a thorough understanding of customers, competitors and the various forces that impact their markets, now and in the future. The long-term viability of any company may depend on decisions made on both tactical and strategic levels of market planning. The New Science of Marketing provides tools for assembling information needed for the strategic level of planning. With these tools managers will be better equipped to identify opportunities in the marketplace as well as design products to address them. The New Science of Marketing is designed to bridge the gap for marketers involved in establishing long-term strategies for their companies and products.