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Book Review: Marketing Management: Analysis, Planning and Control, Second Edition

accounting are the subjects of Chapter 7. This excellent presentation focuses attention onto the usually neglected cost-of-distribution aspect of marketing. Chapter 8 describes the nature and components of a marketing information system which in turn largely draws its data from accounting, statistics, and marketing research subsystems. Marketing research is the subject of Chapter 9. This section discusses research design, sampling techniques, and methods of communicating with respondents. Chapters 10 through 16 deal with the controllable variables of channels, product, promotion, and price. The final chapter takes up the role of marketing management as an integrating force in the company's management system. Marketing does this through the provision of liaison within the firm and between the firm, the channel system, and the customers. The book does have some weaknesses. A more Journal of Marketing, January, 1973