Overview of Quantitative Models in Marketing; Models of Consumer Behaviour; Understanding the stages of Consumer choice; Process oriented model; Models of Marketing Strategy components; Price: Microscopic view of Pricing, Demand and cost information for pricing decisions; Product Theory of product strategy; Decision models for product design; Advertising: The effects of advertising, Objective setting and budgeting, media selection and scheduling; Promotional models; Distribution Channel: Distribution Strategy, location and logistics; Sales Force: Personal Selling.