Francis J. Honn is the distinguished Alfred E. Driscoll Chair and Professor of Pharmaceutical-Chemical Studies at the Silberman College of Business at Farleigh Dickinson University. He has held the position since 1988, when he retired from his position on the executive committee for BASF (US). He earned his B.S. from John Carroll University, and his Ph.D. from the Unvierstiy of Pittsburgh.
Chapter 3: Marketing Theory and Application to the Modern Corporation
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Marketing Theory and Application to the Modern Corporation pursues two objectives: one is to describe a theory of marketing that focuses on the market; the second is to illustrate application of the theory by presenting an example of modern manufacturing industry. The ultimate goal is to make clear the environment in which marketers must operate.