The effective management of an organization’s advertising, marketing, and sales forces requires a range of duties and skills. Ruth A. Wienclaw explains how the scope of the marketing management function varies widely between organizations depending on the industry and company characteristics. Nevertheless, marketing managers are responsible for the marketing budget, personnel, and initiatives. Vanessa A. Tetteh describes the variables at each stage of the marketing decision-making process and points to decision aids that can help marketing managers analyze and interpret data, particularly Marketing Management Support Systems. Advertising management requires a thorough understanding of the principles, concepts, and research techniques of management science, marketing, and communications. Wienclaw explains how advertising managers apply their expertise at every step of the advertising process, from research and evaluation to design and implementation. There are a number of additional considerations for advertising and marketing managers to keep in mind, particularly possible violations of the antitrust law. Marketing strategies that violate this law are detailed by Seth M. Azria, including excessive market power, tying agreements, and cartel violations. Michael Erbschloe describes the role of a company’s media relations staff in promoting positive media coverage and responding to negative press. Person-to-person sales continue to represent a large portion of the marketing function and effective sales force management requires effective planning, coordination, and supervision of others. The two major control systems in sales force management are explained by Wienclaw, who outlines the advantages and disadvantages of outcome-based and behavior-based systems as well as ethical consideration in sales. The following article describes the process of channel management, which coordinates the activities of the various participants in the channel in order to bring a product to market as efficiently as possible. Marie Gould describes the marketing function for consulting practices and suggests guerilla marketing techniques for small enterprises.