The marketing challenge facing most companies today is how to manage the total marketing activity in an increasingly complex and competitive world so as to achieve profitable growth. In this revised edition the author examines the impact of current economic, political, social, legislative and technical changes on the marketing and distributive systems. He goes on to show how, by means of marketing "audits", top management can determine where they stand now before deciding on future objectives and strategies. Later chapters aim to explain how the marketing activity can be planned, organized and controlled more effectively, and highlight the key responsibilities of top marketing management. To help the reader translate its contents into action each chapter is summarized by a checklist of key questions, and the book concludes with a programme for reviewing and improving marketing activities.