Provides an examination of the marketing mix budgeting procedure. Gives a model information framework which acts as a basis for data search in the corporate marketing activity, and investigates the effect of data imperfection.

Frontmatter -- Foreword -- Preface -- CONTENTS -- TABLES -- TABLES IN NOTES -- Diagrams -- Illustrations -- INTRODUCTION -- PART I. Arc Lighting -- I. The Setting -- II. The Rise of Leading Firms -- III. Interfirm Relations -- IV. The Arc-Carbon Industry -- V. The Dynamics of the Industry --...