MARFIN The Marketing Manager

IV. Marketing Analysis and
     Strategy Development

  1. Market
  2. Market Share
  3. Product
  4. Price
  5. Distribution
  6. Communication
  7. Promotion

I. Preface

Numbers do talk indeed! And this book will show you how.

You do not need the MARFIN software to benefit from the book. Using the software, however, provides the additional benefit of taking advantage of the latest digital technology.

This is a book especially for those who want to acquire a deep understanding of the marketing thought process and its creative application. It is a practical book guiding you through the key applications of the marketing process. Students as well as marketing practitioners will find it very useful in their everyday work and learning.

During over thirty years while working for small and large international companies, I encountered the same problems. Many times, there was a lack of understanding about (1) what data was needed in order to gain a comprehensive understanding of the marketplace, (2) once the data became available how to analyze it, and finally, (3) how to build a winning strategy based on the newly acquired knowledge. The MARFIN marketing management system was designed to answer these questions. And it does so in a very creative way.

What's unique about the MARFIN system is how it analyzes generally available market data in different creative ways so as to provide you with a better strategic insight. The system leads you through the strategic thought process step by step and aids in formulating a successful strategy.

MARFIN is a combination of the words marketing and financial. By creating a name from the combination of these two words for this new marketing management tool, I wanted to emphasize the importance of the financial aspects and their consequences on the marketing strategy. Unfortunately, this interdependence has often been overlooked. Luckily, the tide is turning.

Marketing is in reality a logical, comprehensive thinking process – and the book builds on these aspects. It actually teaches the reader the marketing thought process. Students and business executives will find the book illuminating and helpful.


The MARFIN analytical and strategy developing system was conceived and developed by me alone. I felt that there was an opening on the market for a comprehensive but practical marketing guidebook that is simple and easy to use by both beginners and long-time professionals. In making this possible, I am primarily indebted to Professor Philip Kotler, Kellogg School of Management, whose books on marketing was used as a primary source for explaining the major marketing concepts. Secondly, I am thankful to Sabra E. Brock Ph.D., dean of Touro College's Graduate School of Business, who was most helpful in summarizing and clarifying the practical meaning of these principles for this handbook. I trust you will find this book illuminating and helpful.

Suzanne Bősze Irving