Contents:

Determining A Strategy

*Market share - a key to profitability by Robert D. Buzzell, Bradley T. Gale and Ralph G.M. Sultan

*Strategies for high market-share companies by Paul N. Bloom and Philip Kotler

*Key options in market selection and product planning by E. Raymond Corey

Organizing To Do The Job

*Reorganize your company around its markets by Mack Hanan

*Strategy in managing international sales by David Gestetner

*Shift from brand to product line marketing by Joseph A. Morein

*Shifting role of the product manager by Richard M. Clewett and Stanley F. Stasch

Planning Programs and Products

*Forget the product life cycle concept! by Nariman K. Dhalla and Sonia Yuspeh

*Why most new consumer brands fail by J. Hugh Davidson

*Test marketing in new product development by Jay E. Klompmaker, G. David Hughes, and Russell I. Haley

*When, where, and how to test market by N.D. Cadbury

Improving Operations

*Making the major sale by Benson P. Shapiro and Ronald S. Posner

*Put a price tag on your customer servicing levels by Harvey N. Shycon and Christopher R. Sprague

*Physical distribution: the concept of shared services by Walter F. Friedman

*Marketing tactics in a time of shortages by Theodore Levitt

*Style changes: cyclical, inexorable, and foreseeable by Dwight E. Robinson