§ Marketing decision making need not be subjective. Yet virtually all marketing texts treat marketing as a set of concepts or terms without recognition of how the concepts fit together in a logical way.

§ Marketing Management uses a logical approach to making marketing decisions that has been tested on hundreds of marketing situations for both consumer and industrial markets.

§ It begins with needs and wants because products that do not meet them for a specific market will fail. It then goes on to deduce market coverage strategy, positioning, tactical marketing mix strategies and MAGIC strategies that enhance a marketing plan's chance of success.