This book is specifically designed for advanced undergraduate students and for those M.B.A. students with some previous coursework in marketing. The book originated out of our frustrations with the lack of teaching materials aimed at a middle-management approach to decision making. Our primary objective is to enable stu-dents to understand how to make the kinds of decisions they will face in middle-management positions. The book is intended to be used in those courses in which there is an emphasis on the application of marketing concepts, tools, and decision-making processes.