Based on a planning and modeling approach to marketing, this contemporary approach is designed to allow both the instructor and student to easily move from the theoretical realm to practical marketing planning processes.  the holistic concept of marketing is learned through the student internalizing the model and connecting it to practical marketing situations.  this internalized, model-based thinking will be transferred when the student leaves the university and faces real-world, problem solving situations.  specific company examples are used throughout the text to bring concepts to life. Not just for the classroom!  forest industry managers have found this book to be valuable to their operations.